'Enjoy life' message of $2.2M worldwide media campaign

MIAMI -- The Greater Miami Convention & Visitors Bureau, in partnership with American Express and other interests, launched a $2.2 million worldwide print and broadcast ad campaign aimed at reviving the airline travel market, which accounted for 95% of the area's tourist arrivals before Sept. 11.

"What Makes You Happy?" focuses on the theme of doing what makes one happy, and one of its aims is to bolster family travel to the area. "The message we're communicating with this campaign is to make people feel good about traveling again and about coming to Miami," said William Talbert, president and chief executive officer of the bureau.

The ad effort, created by Turkel Schwartz & Partners, includes newspapers, magazines, TV, radio, Internet, trade publications and some Latin American and European media. Atlanta, Chicago, Los Angeles and New York are among the domestic markets where the ads will appear.

Bruce Turkel, executive creative director at Turkel Schwartz & Partners, said, "While we can't go back to the way things were, we can reconnect with the people, places and things that made us happy." "The message we're communicating is simple, yet it strikes an emotional chord: Enjoy life. Do the things that make you happy. And what better place to do this than in Miami?"

The same theme is being used in a concurrent effort by the bureau and Cruises Only, a cruise agency, to encourage pre-and post-cruise land stays. A new Web site, at www.whatmakesyouhappy.com, lists value-added offers from hotels and attractions.

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