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.