Miami Beach Gets its 25/7 Game-On for Super Bowl

Miami Beach is betting on the power of social media to spread their brand message. A Facebook fan page has been set up in search of favorite “Miami Beach 25/7” moments, with a prize given for the best photo (two nights at the Shore Club).

Summary: In honor of Super Bowl, the City of Miami Beach has created a Miami Beach 25/7 Facebook fan page and is looking for photos of your favorite “Miami Beach 25/7” moment. The best photo will win two nights and two spa treatments at the Shore Club South Beach. As part of Super Bowl fever, many events will be taking place in Miami Beach. The fan page will track all the fun as will the Miami Beach Twitter page.

Tweet copy: #Super Bowl Contest – post a pic, win 2 nights at Shore Club. Follow @MiamiBeach25_7 Facebook fan page. http://bit.ly/6RGuKz

MIAMI BEACH COUNTS ON SUPER BOWL TO BRING OUT THE ‘25/7’ IN LOCALS AND TOURISTS
‘Miami Beach 25/7’ Marketing Initiative Includes Photo Contest, Roving Cheerleaders and Virtual Postcards

MIAMI BEACH, FL (Jan. 29, 2010) – With the eyes of the nation focused on Super Bowl XLIV Feb. 7, the City of Miami Beach is reaching out with a new message to residents and visitors, and especially to the thousands of media personnel covering the game: “Miami Beach 25/7. Shop. Dine. Stay. Play. Discover. There’s so much to do you’ll need the extra hour.”
“Using social media, guerilla marketing and technological toys, our objective is to communicate that Miami Beach offers more than meets the eye,” said Miami Beach City Manager Jorge Gonzalez. “There simply is no other city in the country that offers such an exciting destination to shop designer boutiques, dine in five-star restaurants, stay in world-class hotels, play in über-chic clubs and discover sophisticated galleries, museums and theaters as we do here. You truly do need a 25-hour day to experience it all.”
The City has created a Miami Beach 25/7 Facebook fan page photo contest in search of the best way to spend that extra hour during Super Bowl week. Facebook fans are invited to upload their favorite “25/7 Moment” and the winner will receive a two-night stay and two complimentary spa treatments at the Shore Club South Beach.
In addition, roving Miami Beach cheerleaders will pose for pictures and pass out Miami Beach 25/7 energy drinks, while encouraging people to enter the photo contest as part of an unforgettable week of Super Bowl fun. A Miami Beach 25/7 Twitter page has been created to let followers know where the cheerleaders will be stationed throughout the weekend.
Meanwhile, members of the media can send a virtual “Greetings from Miami Beach” postcard directly from the beach during the Feb. 2 media welcome party hosted by the South Florida Super Bowl Host Committee. Stepping in front of a “green screen” superimposed with a night shot of South Beach, guests will be photographed on a Miami Beach-branded Vespa as if they are cruising down Ocean Drive. Guests will receive an email link to their e-postcard, which can be sent virally and posted anywhere in the Internet universe.
The City of Miami Beach again partnered with Treister Murry Agency Public Relations & Marketing and Cre8tiv Juice Group to develop the communications, design and brand strategy, which aims to emphasize how Miami Beach is a city that competes in the world marketplace with its cuisine, cultural offerings, business opportunities, high-end shopping and recreational amenities that extend beyond its beautiful beaches and wonderful weather. Additional marketing and public relations initiatives will be rolled out during key special events throughout the year to emphasize the Miami Beach brand.
All the details of this latest marketing are available at www.MiamiBeach25-7.com.

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