LTC 207-2023 CITY OF MIAMI BEACH RECEIVES A 2023 COMMUNICATOR AWARDM IA M I BEACH
O FFIC E O F TH E C ITY MA N A G ER
N O . LTC # LETTER TO COMMISSION
TO : Honorable M ayor Dan G elber and M em bers of the City Com m ission
FR O M : A lina T. Hudak, City Man~
DA T E: M ay 4, 2023
SUBJE C T: CITY OF MIAMI BEACH RECEIVES A 2023 COMMUNICATOR AWARD
The purpose of this letter to comm ission is to announce that the O ffice of Marketing &
C om m unications, in part nership w ith the Departm ent of Enviro nm ent and Sustainability, has
received a 2023 C om m unicator Aw ard of D istinction fo r Integrated and Multi-C hannel Marketing
fo r the "W e Heart Biscayne Bay" w ater quality cam paign.
T his cam paign w as launched w ith the intent of educating residents, businesses and visitors on
how every day behaviors can play a key ro le in pro tecting B iscayne Bay. The cam paign
fo cused on the excess of nutrients from pet w aste, fertilizers, and yard w aste, as w ell as
pollution fr om littering. The strategy w as to fo cus on three different verti cals - bringi ng
aw areness to the City of Miam i Beach fertilizer ban, educating on the pro per disposal of pet
w aste, and bringing aw areness to the im portance of pro perly disposing of litter.
Biscayne B ay suff ered fro m a devastating fish kill in 2020 and continues to suffer from
degraded w ater quality highlighted in the m ost recent M iam i-Dade County 2023 Biscayne Bay
R eport C ard. P reserv ing and R estoring Biscayne Bay is the #1 action in the R esilient305
S trategy that the City continues to im plem ent w ith Miam i-Dade C ounty and the City of Miam i
though effort s like this and the Biscayne Bay Task Force R eport actions. The City has
prioritized this w ater quality cam paign funding that pro vides education to reinfo rce Miam i Beach
enviro nm ental pro tection ordinances.
The cam paign collateral incl uded bus shelters, tro lleys, elevator w raps, paid social, an article in
M B M agazi ne, e-briefs, BTR mailers, parking receipt ads and a dedicated w ebsite. In addition
to traditional advertising medium s, the m essage w as am plified via experiential activations
incl uding pet w aste station w raps, a "Yap py Hour" event fo r our furry friends (and their hum ans)
and a doggie lifeguard stand photo activation in the S outh Pointe Bark Park.
The cam paign, w hich had a budget of $32,000, ran fro m S eptem ber 2022 - April 2023, and
delivered over 27 m illion im pressions across all channels, including 215,754 view s of our
website w ith 189,130 clicks com ing directly from our Q R codes and social media collateral.
Exam ples of the creative can be seen below :
207-2023
TH E {S', COLLATERAL
Elevator W rap
Bus Shelter
Trolley W rap Rear
Don't 9Be li~shy
• r %
r·i " - l
Parking Receipt Ad
' BEACH
Social Media Ad
M IAM I BEACH
THE D on't
Be Ruff
48Bay
I
1
COLLATERAL
Don't¢ 'Burr 0Bay ....
!
Pet W ast Bark Park
Station et Photo Opp
Wrap Installation
Info rmational
Signage
MAM BEACH
Social Media Ad
M IAM I BEACH
T H E D on't
Fertilize COLLATERAL tf6eBay ,...
D on't
Fertilize
t£eBay
F
MIAMIBEACH
Elevator Wrap Trolley Wrap Rear Trolley Wrap Side View
Social Media Ad
MIAMI BEACH
• • • • ht Kee.M.hean ,e m to kar one
MIAMIBEACH GE «
tty lit kly do , l ho :2r±.:-- lb • ly.. et
ho o h h.
to hr id hog • ch once
t ot a l h
dolt. roar bt et
• rd
i it t nett a. • et
po.hipeea, it n ae to aea to
et hell a iii.aha
=::72-27-: .tr h ch. i pl .tr
alt ,yo t ia.tr po i.tr doe
lo • hoe at.bl
d preppy. are wee, d l ie
ho.cog how hoy a p py or iota -z::7z::-7r: ±::5z:3-
T h e C o m m u n ic a to r A w a rd s a re th e le a d in g g lo b a l a w a rd s p ro g ra m ho n o rin g cre a tiv e e x ce lle n c e
fo r m a rk e tin g a n d c o m m u n ic a tio n s p ro fe s s io n a ls . T h e a w a rd s a re a n a n n u a l co m p e titio n
re c o g n iz in g th e b e s t in a d v e rt is in g , c o rp o ra te co m m u n ic a tio n s , p u b lic re la tio n s a n d d e sig n fro m
a d a g e n c ie s , d ig ita l a g e n c ie s , p ro d u c tio n fi rm s , a n d p u b lic re la ti o n s firm s .
T h e 2 9 a n n u al C om m un i c a to r A w ar d s re c eiv e d o ver 3,0 0 0 s u bm i s si on s wh ich were
adjudicated by professionals from GE Digital, Warner Records, Spotify, PureMatter, and
Superfly, with winners including the American Psychological Association, Canada Life, the
Chicago Department of Business Affairs, EMI, Global Hotel Alliance, and the Navy Marine
Corps.
For more information, please contact Melissa Berthier at melissaberthier@miamibeachfl.gov.
A TH / MB / AK / MK