LTC 446-2025 "Ocean Drive: Sun. Sand. Soul." Campaign Launch446-2025
MIAMI BEACH
OFFICE OF THE CIT Y MANAGER
LTC#
TO :
FROM :
DATE:
SUBJECT :
LETTER TO COMMISSION
Honorable Mayor Steven Meiner and Members of the City Commission
Eric Carpenter , Crty Manager fu, ~
October 21 , 2025
"Ocean Drive: Sun. Sand. Soul." Campaign Launch
The purpose of this Letter to Commission (L TC) is to announce that the Office of Marketing and
Communications in close collaboration with the Greater Miami Convention and Visitors Bureau
(GMCVB) and its agency of record , VML , will soon launch the "Ocean Drive : Sun. Sand. Soul."
marketing campaign .
The national campaign celebrates the vibrant energy and beautiful visuals of Ocean Drive -
aiming to attract visitors , engage residents , increase brand awareness and drive economic growth
to the area by showcasing the diverse and dynamic experiences Ocean Drive has to offer. In
addition , the plan incorporates a programmatic media partner that will measure actual impact,
including hotel bookings and economic activity tied to Ocean Drive.
The photo-based campaign is a visual love letter to Ocean Drive, capturing its many moods and
variety of offerings. Each image is carefully chosen to reflect the varied experiences that make this
destination so iconic -from the high-energy dancing at Mango's to the relaxing treatments at the
Victor Hotel 's spa and the vibrant atmosphere of drag brunch at The Palace. For fitness lovers ,
Ocean Drive becomes an open-air gym , where every rep at Muscle Beach comes with an ocean
breeze.
The photos also highlight the quieter side of Ocean Drive. They show early risers practic ing yoga
in Lummus Park and visitors enjoying coffee from a balcony at sunrise . Others capture a sunset
stroll past the picturesque lifeguard towers and paddleboarding at sunrise .
Dining is just as varied. Some images spotlight legendary spots like the Versace Mansion and
News Cafe , while others show the simplicity of grabbing food to go and enjoying a picnic on the
Lummus Park grass. Families are seen making memories at hotel pools and at the beach , while
shoppers and culture seekers explore local bout iques or take guided tours at the Art Deco
Welcome Center .
Together, these photos tell the story of a place that's as unique as the people who v isit and highlight
some of the many businesses who make up Ocean Drive .
To complement the visuals , the campaign includes a dedicated webpage where visitors can
explore everything Ocean Drive has to offer -from dining and wellness to culture , history and
family-friendly activities. It serves as a digital guide to help locals and visitors alike plan their perfect
Ocean Drive moment.
"Ocean Drive : Sun. Sand. Soul " launches this week and runs through December 21 , 2025. Learn
more at DiscoverOceanDrive.com.
Examples of some of the campaign creative and photographs can be seen below:
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