LTC 469-2025 Find your Vibe Campaign LaunchMIAMI BEACH
OFFICE OF THE CITY MANAGER
LTC #469-2025
TO:
FROM:
DATE:
SUBJECT:
LETTER TO COMMISSION
Honorable Mayor Steven Meiner'°nd n��tty Commission
Eric Carpenter, City Manager � '--"'tµy=v'--"'.
November 7, 2025
"Find Your Vibe" 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 & Visitors Bureau
(GMCVB) and its agency of record, VML, is launching the "Find Your Vibe" marketing campaign
on Monday, November 10, 2025.
The campaign features a video (:90, :30 and :15 versions), static and animated digital banners,
and paid social media assets designed to promote Miami Beach's commercial corridors,
including Alton Road, Collins Avenue, Espanola Way, Lincoln Road, North Beach, Ocean Drive,
Sunset Harbour, Washington Avenue, 41 Street and more.
"Find Your Vibe" invites residents and visitors to explore Miami Beach's diverse commercial
offerings in ways that feel authentic to them. No matter if they're feeling "luxe," "artsy," "chill,"
"sporty," "bold" or "rhythmic," the city offers a multitude of places to shop, dine, play and stay that
can match their vibe. From a boutique purchase on Collins Avenue to a night out on Washington
Avenue or a yoga class on 41 Street to an outdoor brunch on Ocean Drive, each experience
becomes a reflection of their mood.
An exciting extension of the campaign is a customized online directory organized by area -
South Beach, Mid Beach and North Beach. The directory features Google-based listings across
key categories: Food & Drink, Shopping, Hotels, Health & Wellness, Entertainment & Culture,
Parks and Municipal Parking. The inclusion of municipal parking options is intended to promote
the ease of access to these corridors by highlighting the ample parking available throughout the
city. Learn more at FindYourVibeMB.com.
To maximize reach and impact, the campaign is supported by a tri-county media plan targeting
audiences across Miami-Dade, Broward and Palm Beach counties. This regional approach is
designed to attract residents and visitors from across South Florida to come shop, dine, play and
stay in Miami Beach. It is also running concurrently with the Find Your Wave campaign, which is
live in national key markets.
MB/LS
Examples of campaign creative can be seen below.