LTC 264-2025 'Spring Break Reality Check' Campaign Earns New York Festivals Advertising AwardsDocusign Envelope ID: BE44439B-8B0F-47CE-812C-3050084A9779
MIAMI BEACH
OFFICE OF THE CITY MANAGER
LTC #264-2025
TO:
FROM:
DATE:
SUBJECT:
LETTER TO COMMISSION
Honorable Mayor Steven Meiner and Members of t e City Commission
Eric Carpenter, City Manager � &----.
June 27, 2025
'Spring Break Reality Check' Campaign Earns New York Festivals
Advertising Awards
The purpose of this Letter to Commission (L TC) is to announce that the City of Miami Beach
'Spring Break Reality Check' campaign has won a prestigious award from the New York
Festivals Advertising Awards, one of the industry's premier global competitions. The campaign
took home the 2025 Bronze in PR: Best Use of Social Media and was also recognized as a
finalist in the Social Media & Influencer: Best Use of Community Activation category.
The Office of Marketing and Communications, in close collaboration with the Greater Miami
Convention and Visitors Bureau (GMCVB) and its agency of record VML, created the
nontraditional "Spring Break Reality Check" campaign as a follow-up to the viral 2024 "Breaking
Up With Spring Break" message to continue to remind spring breakers that Miami Beach is not a
place for raucous and disruptive behavior.
This year's campaign, which parodied a reality show to break through the noise, was chosen
from thousands of entries from agencies in over 80 countries and judged by international panels
of creative leaders, offering a benchmark for the world's best ideas across all media.
More information on the 2025 New York Festivals Special Industry Awards winners and their
work is available at home.nyfadvertising.com and more information about the 2025 Telly Awards
is available at www.tellyawards.com.
'Spring Break Reality Check' video stills:
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Moin Spot: Opens with a group excitedly embarking on their Miami Beach vocation then met with the "reality check' of our spring break rules. (IG Reel) r.==i L.:.___J
Beach Spot: Rules romp up during Morch so we wonted to dramatically illustrate how these would ruin the beach day our fake friend group hod planned. (X video; --••••
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Parking Spot: or ing measures were on e ective eterrent or spring reo ast year so we pr uce a spot I ustroting flat fees, closures and towing. (You Tube video)
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