LTC 024-2007 City's Super Bowl marketing efforts
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MIAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC # 024-2007
LETTER TO COMMISSION
TO: Mayor David Dermer and Members of the City Commission
FROM: Jorge M. Gonzalez, City Manager
DATE: January 30, 2007 ~
SUBJECT: City's Super Bowl marketing efforts
This Letter to Commission is intended to inform you of our efforts in marketing our City during the
Super Bowl events this week.
As you may recall, during our Commission retreats we have discussed our interest in developing
a brand marketing initiative to actively promote Miami Beach as a choice destination for visitors,
businesses and future residents. Funding was allocated in last year's and this year's budget for
this purpose. This initiative would focus on developing a "brand" for Miami Beach that would be
targeted to our key audiences, and compliment other efforts to market the area.
Last year I advised you that I was forming a Public Relations and Communications Ad Hoc
Committee to advise staff on the best approach in marketing this destination. The committee
recommended that the City contract with an external firm to develop a brand identity for the City
and a marketing plan for that brand identity using traditional and non-traditional approaches. City
staff developed a Request for Letters of Interest and invited agencies identified by our Ad Hoc
Committee members to respond. We received a total of five letters ofinterestfrom local, qualified
firms. Following presentations by all firms to a review committee, and a subsequent presentation
to the Ad Hoc Committee, it was recommended that the City partner with local public relations
firm, The Treister Murry Agency (TMA) , and Cre8tiv Juice Group (CJ), a brand design firm, to
develop a brand marketing initiative that focuses on establishing Miami Beach as a city that
competes in the world marketplace with its cuisine, cultural offerings, business opportunities,
high-end shopping and recreational amenities that extend beyond its beautiful beaches. TMA and
CJ recommended a brand approach that includes the development of a "tag line" for all
promotional efforts, and non-traditional marketing approaches with intensive public relations to
convey certain key messages: we have much more to offer than beautiful beaches and
nightclubs, such as a great environment for business, excellent cultural offerings, great shopping,
world class cuisine and a great place to live.
The City has engaged in conversations with both firms regarding the proposed implementation
approach. While we are still working to develop a comprehensive plan to market the City, we
wanted to take advantage of the influx of visitors and, in particular, media, to start disseminating
our key message. To that end, staff has worked with TMA and CJ in the last two weeks to
develop a plan that leverages activities surrounding the Super Bowl. We are pleased to report
that the City of Miami Beach plans to welcome the thousands of fans, media and corporate
sponsors expected to fill hotels, restaurants, shops, and the beach, with a newly developed
marketing initiative: "Miami Beach. 25/7. So much to do, you'll need the extra hour. "We believe
this tag line reflects the energy and diversity of the Miami Beach experience, and has marketing
applications to support our key messages.
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City's Super Bowl marketing efforts
Our efforts during this weekend will be focused on getting this message covered as widely as
possible both in the local and national media. Because there will be many messages competing
for attention during this period, the 25/7 message will be placed on everything from T-shirts to
branded energy drinks, and aerial banners, during the days preceding the Super Bowl,
complemented with a variety of public relations efforts.
For example, on Wednesday morning the City opens the "Miami Beach Loves You Back" media
hospitality tent outside of Hall C of the Miami Beach Convention Center. Credentialed members
of the media (more than 3,500 are credentialed) will be given an entry pass to enjoy a short break
from the stress of covering the game and its related stories, while being provided a Miami Beach
25/7 T-shirt with a customized tagline ("So much to cover, you'll need the extra hour"), a branded
Miami Beach 25/7 energy drink "for the 25th hour," and a list of possible "sidebar" stories tagged
onto their shirt. Staff will be present to "sell" these and other story ideas, and assist the members
of the media in coordinating interviews.
In an effort to make sure our corporate visitors know that Miami Beach is not only an excellent
place to do and have a business, but also a City with excellent amenities, at the Miami Beach
Country Club, corporate players will receive a custom-designed golf towel, as well as information
about the city's excellent business environment, and outstanding recreational facilities (such as
our golf course), delivered continuously on the GPS yardage system found in every golf cart.
In addition, in an attempt to reach the dignitaries, corporate VIP's, special visitors and athletes
that often influence public interest and media coverage, beginning Friday and through the
weekend, Miami Beach will host the welcome suite at the Style Villa on Ocean Drive, giving us an
opportunity to be the welcoming face and voice for visitors to that facility and our City, and a
chance to emphasize our messages.
Additional efforts include working with the live productions here on the beach for on-air
opportunities.
Following this weekend, it is expected that staff will meet with TMA and CJ to review these efforts
and the approach taken, as well as with our Ad Hoc Committee, and revise the implementation
plan as may be necessary, moving forward.
We look forward to providing you with a more detailed presentation. Please feel free to call me
should you have any questions or require additional information.
JMG/hmf
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