Everyone will agree that sex sells. But is it the right motivator for the affluent leisure traveler? The Greater Miami Convention and Visitors Bureau and its agency Turkel think so. They have had a very successful campaign over the past few years in building the Miami brand as the place to go for a sensual, seductive holiday with a fashion sensibility.
According to Smith Travel Research, hotel rates have risen from 40 to 60% over the past five years. Given this, Miami needs to attract more affluent visitors, who can meet the expense of these higher rates.
How? Via art and culture (components of the well heeled lifestyle), which Miami is embracing for its new destination campaign, "Miami: Express Yourself." The ads will feature local artists, who the Miami Herald describes as "surreal interpretations of Miami-Dade locals." The city is starting to capitalize on its new prominence in the world of culture and art with its Art Basel, a major new performing arts center, a Herzog & DeMeuron Miami Art Museum, which is underway and more.
It's also interesting to note that, rather than considering art as a niche of a larger campaign, the niche is the entire message. San Francisco is doing the same with food and wine. Let's stay tuned. It will be very interesting to watch how this develops.
