LTC 363-2025 Miami Beach Campaigns Win Three 2025 Flagler Awards, Including the Two Highest Honors363-2025
MIAMI BEACH
OFFICE OF THE CITY MANAGER
LTC#
TO:
FROM:
DATE:
SUBJECT:
LETTER TO COMMISSION
Honorable Mayor Steven Meiner and Members o
Eric Carpenter, City Manager £;,;c, ~
September 5, 2025
Miami Beach Campaigns Win Three 2025 Flagler Awards, Including the Two
Highest Honors
The purpose of this Letter to Commission (L TC) is to announce that two of the City of Miami
Beach 's marketing campaigns have been honored with three 2025 Flagler Awards -Florida's
highest distinction in tourism marketing. These awards celebrate organizations and individuals
that help position Florida as the number one travel destination in the world.
The bold and impactful "Breaking Up with Spring Break" campaign produced by the Office of
Marketing & Communications in partnership with the Greater Miami Convention & Visitors
Bureau and their agency of record VML took home both The Henry for Integrated Marketing
Campaign and The Henry for Best of Show -the two highest honors. The "Flip the Switch"
campaign produced in collaboration with the Environment & Sustainability Department received
the 2025 Bronze Sustainable Tourism Marketing Flagler Award - a testament to Miami Beach 's
commitment to protecting the natural environment while promoting responsible travel.
Examples of the 'Breaking Up with Spring Break" campaign creative can be seen below.
Released in 2024, the Breaking Up campaign featured a video PSA with an unexpected narrative
that went viral. The messaging centered on the City of Miami Beach's decision to end its
relationship with spring break and expressing what it now seeks in a partner -its visitors. The
ideal match? People mature and respectful enough to relax on the beach, enjoy a spa day,
explore new restaurants and most importantly, follow the law .
WE'RE BREAKING UP
WITH SPRING BREAK _,,;·'·1•·1·
Examples of the 'Flip the Switch' campaign creative can be seen below:
Created in 2024, the "Flip the Switch" campaign aimed to raise awareness about sea turtle
nesting season and promote turtle-friendly lighting practices among residents, businesses and
visitors. Through a strategic mix of paid advertising, public outreach, digital storytelling,
community events and partnerships, the campaign successfully engaged the public and inspired
action. Multimedia elements included a video PSA, magazine article, outdoor and digital ads and
a robust social media presence.
Presented annually by VISIT FLORIDA, this year's competition drew a record-breaking number
of entries with the winners selected by an independent panel of judges based on creativity,
innovation, production quality and effectiveness . More information on the 2025 Flagler Awards
winners and their work is available at www .visitflorida .org/about-us/award-programs/flagler-
awards/.
EC/MB/LS