"Greater Miami and the beaches: Perfectly seasoned," will be the theme for the fall marketing campaign of the Greater Miami Convention & Visitors Bureau. The effort draws on the area's cultural diversity, beaches, nightlife and outdoor dining, as identified by focus groups in Chicago and New York as desirable attributes. In a new move for the bureau, the theme will be licensed for use on clothing and trinkets in an effort to bolster the bureau's $1.5 million marketing budget. TV spots, from Turkel Schwartz & Partners, Coconut Grove, Fla., will break in September in the Northeast, with a print schedule to follow there and in Chicago.
Copyright August 1995 Crain Communications Inc.