LTC 155-2007 Miami Beach 25/7
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OFFICE OF THE CITY MANAGER
NO. LTC # LETTER TO COMMISSION
155-2007
TO: Mayor David Dermer and Members of the City Commission
FROM: Jorge M. Gonzalez, City Manager
DATE: July 3, 2007
SUBJECT: Miami Beach 25/7
In the past few years we have discussed taking an active and direct role in promoting Miami Beach and
all of the amenities we have to offer, beyond the current efforts of the Greater Miami Convention and
Visitors Bureau (GMCVB) on our behalf. Last year we convened a Marketing Task Force and, on their
recommendation, identified two local firms to assist the City in developing a brand identity and public
relations effort to promote this brand, using the funding that was approved by the Commission for this
effort.
During the past few months we have provided you with samples relating to this new marketing initiative,
called "Miami Beach 25/7." This new slogan promotes the simple message that there is so much to do in
Miami Beach -whether you are a resident, a visitor or a business -that you need an extra hour to
accomplish it all. While our beautiful beaches, excellent weather and exciting nightlife are often the focus
of local, national and international media, this effort is targeted at highlighting the many other facets that
make the Miami Beach destination a great place to live, work and play, such as our extensive and
diverse cultural amenities, our high-end shopping, our position as a burgeoning culinary capital and a
business-friendly environment. The focus of this initiative is to cement this new "brand" image, just as
Las Vegas has effectively marketed their "What happens here, Stays here" campaign.
As we advised you in February, we had the opportunity to maximize our new marketing efforts during the
Super Bowl. This effort provided exposure via media impressions in both local and national media. This
summer, we will once again reinforce this new brand marketing effort with both local and national
activities. Locally, we have worked with Miami Beach resident and well-known music producer Rudy
Perez to develop a song to promote the 25/7 message. Through Mr. Perez's efforts, this original song
has been recorded by up-and-coming local talent, Jencarlos. Jencarlos will debut the song during his
performance at our July 4th celebration tomorrow night. Our Communications team has been working to
promote this effort, and has developed a music video for our song. Using Internet [viral] marketing
techniques (e.g. MySpace, You Tube, etc.), we anticipate using this song and video to promote the
Miami Beach 25/7 brand extensively. In addition, in partnership with the Miami Beach Visitors and
Convention Authority (VCA), the GMCVB and our Cultural Affairs Council, the City will be promoting
Miami Beach in the key New York market this summer. The efforts are intended to further market the
new "25/7" brand message, while targeting cultural tourism at high-visibility events in Central Park and
Fire Island. Guerilla marketing events, as well as public relations efforts, will support these marketing
initiatives this summer.
We are already planning ahead for a national campaign to coincide with the change of time (daylights
savings time) on November 3~d, when everyone else "catches up" with Miami Beach and has a 25-hour
day.
Please feel free to call me should you have any questions or require additional information.
cc: Hilda M. Fernandez
Nannette Rodriguez