The South Florida counties of Miami-Dade, Broward and Palm Beach remain under tight visitor restrictions, but the Greater Miami Convention & Visitors Bureau is already marketing in anticipation of the day it is given the green light by state and local authorities.
The campaign, called Miami Shines, includes a one-minute video featuring aerial footage of the area's beaches, skyline, outdoor attractions and more. A narrator concludes: "We can't wait to welcome you with open arms. Until then, we stand by you as you stand by."
That focus is keeping with what destination marketers told the USTOA they were doing in the short term: "inspirational social media messages to make virtual connections -- 'see (or) dream now, travel later' -- through images, virtual tours, cultural content and nature exploration."
Bill Talbert, president and CEO of the bureau, said the approach was first used in the travel slowdown post-9/11. "It took us about 40 days [after 9/11] to come up with a new message -- not a hard sell but a softer sell, which we're doing now," he said.