Miami is bursting at the seams and ready to break through, but it took a pandemic to put this city on the map as an Alt City, gaining a competitive edge on Austin and Nashville. This past year has caused people to re-evaluate their relationship with their homes and work/life balance. While a renewed desire for a better quality of life in a city that has 365 days of warm weather may seem desirable to many, we identified the main problem: Miami still wasn’t perceived as a top travel destination. For visitors, it’s primarily thought of as a place to party and visit the beaches. Yet, Miami is so much more than what’s on the surface. Global  travel and tourism's direct contribution to GDP was approximately $2.9 trillion in 2019 -  it’s a competitive market Miami is rising up to the challenge to become a major shareholder in.

Our challenge was to build an identity campaign for Miami around the “I AM MIAMI” logo. The audience we created was the “5-to-9ers” - they know how to work while they play, live vibrantly while hustling hard, and how to achieve their goals without sacrificing their spirit. They define Miami through their uninhibited vision. Understanding this audience lead us to our insight: cities become destinations because of the people - their culture, drive, hustle, and creativity spark pride for their home that inspires others. With this, our strategy became clear: to create a reflection of the city’s richness that allows the 5-to-9er to see themselves in Miami. Creative executions took a literal approach by creating a profound connection between 5-to-9ers globally and Miami. Our campaign showcases how Miami provides room to grow with the vision of the people, and to show the world the best version of themselves can be reflected in the Magic City.