I AM MIAMI

The Situation: Miami is a growing city. Startups are popping up “on every corner” in Miami. The hospitality industry is expanding, the investments in infrastructure keep growing and the mayor vows to make Miami the “Cryptocurrency Capital" of the world. While this is an exciting time in Miami, it lacks the branding major cities have. How can we create a brand for Miami and bring it to life showing that there's more to Miami than the clichés people have been exposed to?

Target Audience: The suggested target audience was very broad. We decided to focus on ages 25-40, since this group makes up 63% of Miami and are at the age group that make life decisions. This group also included the go-getter and young entrepreneurs who moved to Miami, in many cases, from major cities like San Francisco, Los Angeles, and New York.

The Insight: Miami is an iceberg. People are only aware of the surface. To quote Anthony Bourdain, "Miami is the place that we say 'that could never be me... and then, it is." 

The Strategy: Create a way to encourage residents and tourists alike to explore the depths of the city by showcasing the complete Miami experience. 

From the Bourdain quote, we were inspired to create The Miami Experience, A "Phygital" Campaign. One that, as a result, would encourage more intercity travel, elevate the sense of pride from locals, increase networking among young entrepreneurs, new transplants, and local “movers and shakers” by creating co-working spaces for them to share.  We believe this will establish I AM MIAMI as an international, recognizable brand.