Greater Miami Convention & Visitors Bureau Issues Agency Search

Goal is To Make City Year-Round International Travel Destination

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The Greater Miami Convention & Visitors Bureau is looking for one or more agencies to support its advertising, marketing, digital and web efforts as it looks to enhance the city and beaches' reputation as a year-round international travel destination.

The tourism organization is seeking a lead agency to collaborate with its internal team on tasks such as creative, media planning, omni-channel marketing, mobile-first website design, social media and analytics. The bureau is also looking for a web development shop to oversee and introduce digital initiatives and update its digital platforms and apps, as well as a website ad agency to help design, sell and manage the MiamiandBeaches.com site.

Agencies can respond to all or one of the request for qualification documents, which will be issued on Feb. 16. Intent to respond notifications are due March 4, and RFQ responses are due March 25.

At the moment, Critical Mass handles digital and web efforts for the group, while Turkel Brands serves as the advertising partner.

Bruce Turkel, CEO and executive creative director of the eponymous shop, said the agency, which has worked with the bureau for about 20 years, will participate in the review.

"We ushered in the whole incredible success of Miami tourism and every day we go in there is our first day," said Mr. Turkel, who is a Miami native. He added that the agency is currently figuring out which parts of the business to pitch.

Representatives from the Greater Miami Convention & Visitors Bureau and Critical Mass were not immediately available for comment.

Current Marketing serves as the PR agency of record for the organization, which includes working with influencers and bloggers. PR is not currently under review, but Current President Virginia Devlin said via email that the shop is "exploring partnership opportunities within our IPG family."

"We are so proud of our team and agency partners who have contributed to our record-breaking travel and tourism numbers over the last several years," said Greater Miami Convention & Visitors Bureau President-CEO William D. Talbert in a statement. "We look forward to continuing to raise our own bar as we develop marketing programs that have a favorable impact on the destination."

Since the "It's So Miami" marketing campaign launched in 2012, the tourist destination has seen significant growth, with more than 15.1 million overnight visitors last year, according to the bureau.

But if Miami doesn't find an ad agency, it could just go with this ready-made jingle.