The City of Miami Tourism Board was preparing to promote the Formula 1 Miami Grand Prix.
The Miami Grand Prix is not just an event. It is a reason international travelers want to experience Miami beyond the race: its neighborhoods, food, music, art, nightlife, beaches, and cultural mix. I saw an opportunity to position the city not only as the host of a world-class race, but as a destination ready to welcome the world.
That meant shifting the strategy from event promotion to destination storytelling. We broadened the advertising to speak to international travelers who were coming to the race, but also looking to explore the city around it. This new strategy recommended collaborating with international creators who could help introduce Miami through a wider lens beyond the typical visitor.
What became clear was that the C-suite saw this as bigger than tourism advertising. They understood this as a chance for Miami to act as an all-encompassing welcoming committee, one that includes international visitors, businesses, and locals in the same story.
The strategy helped sharpen Miami’s position as a cultural destination, not just a single-event host. It gave the city a greater role by turning race weekend into just one of many unforgettable experiences in Miami.
This is one of my strongest examples of what I do best: helping leaders move from promotion to meaning.
Highlights
- This is a proactive campaign supported by incremental budget.
- This is GMCVB’s first launch on Reddit to tap into passionate travel and Formula 1 communities.
- We received strong results all-around exceeding benchmarks and forecasts. With over 62.5MM impressions, we delivered a click-through rate of over 1% and a 2.6% Engagement Rate. Reddit click-through rate was +300% above Reddit benchmark while Facebook/IG click-through rate was +2% above the industry benchmark.
Our influencer program produced inspirational digital storytelling with diverse international influencers who highlighted Miami's unique culture and drew engagement from our key international audience segments: U.K, Mexico, Germany & Brazil. Expertly applying our collab feature doubled engagement as the content was interacted simultaneously on both the influencer and our brand pages.
