Miami campaign

Table Of ContentsSection 1

1.1 Creative Brief1.2 Competition1.3 Abstract1.4 Conclusion1.5 References1.6 Demographics1.7 SWOT Analysis

Section 22.1 Mood Board2.2 Sketching2.3 Logo2.4 Dos & Donts2.5 Typography2.6 Color Pallette 2.7 Print2.8 Website

Section 33.1 Design Inspiration3.2 Motion Video3.3 Logo Development3.4 Website3.5 Competion Websites3.6 Print Ads

Research

4

Rese

arch

4

RESEARCHSection 11.1 Creative Brief1.2 Competition1.3 Abstract1.4 Conclusion1.5 References1.6 Demographics1.7 SWOT Analysis

Research

7

1.0 Tourism in the city of Miami needs to be recreated for a new generation, by demonstrating our different cultures, exotic cuisine, and entertainment. Miami offers many different foods, sports and music entertainment, and a great atmosphere in the day and night time. Miami wants to welcome more

customers due to our international business hub and

vacationers paradise.

Unique Selling Proposition

1.1 Creative Brief

Miami Dade County is in charge of the many areas in the city. They work with the transit system, County

Jobs, Public Records, Construction permits, City image and many other departments. It is also Floridas third largest county in terms of land area, with 1,946 square miles.The countys population makes up approximately half of the South Florida metropolitan area population and holds several of the principal

cities of South Florida. The county seat is Miami.

Company

GoalsMiami has many things to offer from different cultures,

sports, and entertainment. Miami is known for its

beautiful weather but we would like to demonstrate

the different amount of art, history and culture.

Rese

arch

8

Miami provides many great opportu-nities but still faces numerous threats. During this economical recession many families are spending less time vacationing. Consumers are more interested for the most bang for their hard earn buck.

Our main competitors are Walt Disney world, cruise lines and other national cities. Walt Disney is the worlds largest and most-visited recreational resort. Royal Caribbean is a Norwe-gian and American cruise line brand based in Miami, Florida that provides cruises to multiple areas.

Many cities around the United States are known for their exciting activities but campaigns like Visit California and What happens in Vegas have the potential to become a conflicting option.

Competition 1.2Research

9

Abstract

Tourism in Miami needs to be recreated for a new generation by demonstrating different cultures, exotic cuisine, and entertainment for the purpose of growth, sales increase and revenue. Miami is a strong and stable brand that needs to be recreated to grab the attention of latest trends. A strong visual language and graphics will need to be created to quickly spread the story and message of the city of Miami. The Where it All Happenscampaign has been influenced by culture, race, and demographics. The campaign would use photography, outdoor advertising, posters and websites to get their message across.The Where it all happenscampaign has set up a new website to promote the campaign. It will be promoted online, television, and word of mouth. The campaign wants to boast sales and increase tourism, with this campaign they are demonstrating and setting up ways to produce better touristic outcomes. Our campaign is pushing forward in the social media networks, online and television commercials and international business. Miami is known for its beaches and nightlife but we would like to demonstrate that there is much more to offer.

1.3

Rese

arch

10

Research

11

The city of Miami Where It All Happens campaign, vision creates several unique selling propositions aimed to a new generation. It is very important that the commercials, poster, and promotional advertisements be unique to distinguish between languages, cultures, and unite Miami. Miami has the ability to spread the word about the city and its message through traditional marketing channels. Miami is a strong and stable brand that needs to be recreated to grab the attention of latest trends. A strong visual language and graphics will need to be created to quickly spread the story and message of the city of Miami. Creating a website that unifies entertainment, sports, and cuisine will help our tourist find their way around making their stay even more ideal. With the awareness and hard work this campaign can increase sales and revenue, while still allowing people to come and experience our beautiful city. The more people that are touched by our campaign the more beneficial it will become for the city of Miami. Miami is known for its great nightlife but come experience the culture of Miami.

Conclusion 1.4

Miami is known for its great nightlife but come experience our culture.

Best, K. (2006). Design management. USA: Ingram publisher services. Pg 42-50

Best, K. (2006). Design management. USA: Ingram publisher services. Pg 98-119

(2011, may 22). Business & economy. miami Dade CountyRetrieved from http://miamidade.gov/wps/portal/Main/business/!ut/p/c5/04

(2011, may 27). Business & economy. Miaim Dade ConutyRetrieved from http://miamidade.gov/wps/portal/Main/business/!ut/p/c5/04_SB-8K8xLLM9

Casado, C.M. (2010). Community image - a division of public works.Retrieved from http://miamidade.gov/wps/portal/Main/departments/!ut/p/c5/04_

(2011, may 02). City of Miami calendar of events results. Retrieved fromhttp://www.miamigov.com/home/calendar.html

(2011, may 08). City of Miami telephone directory. Retrieved from http://egov.ci.miami.fl.us/directory/citydirectory.aspx

Felton, George Advertising: Concept and Copy pg. 90-103

Felton, George Advertising: Concept and Copy pg. 59-62

(2011, may 19). Recreation & Culture. Retrieved from http://miamidade.gov/wps/portal/Main/culture/!ut/p/c5/04_

Liska,Steven (2009)..Amsterdam Partners. pg. 104-110

YOUTUBE, (N.D.). YouTube Fact Sheet.Retrieved from http://www.youtube.com/t/fact_shee

References 1.5

Rese

arch

12

Research

13

DEMOGRAPHICS

Our target audience has become 25-40 age group,

music aficionados, young

adults, Disney travelers,

seniors trying to find better

weather (Snow birds),

people who need a break

from their reality, People who

can not afford an international

flight, business meetings,

sport aficionados and

Eco-Friendliest.

1.6

Our goals are to welcome new visitors,

sales, new costumers

interacting with our local

community, boast in

sales, event sales, Web

interaction, presence in

national media, and the

recognition of the world.

WELCOME TO MIAMI

Rese

arch

14

Strength: The representation of the quadrant is made by most of the activities you may enjoy while vis-iting the City of Miami. You can see celebrities filming shows, run on the beach or dance the night away. There is also the Miami Heat which is one of many different sports Miami has to offer. The signature wall of Calle 8 was built due to the amount of culture that is found during the whole year in the city of Miami.

Opportunities: The amount of opportunities we have in the city of Miami is never ending. We start our campaign by placing billboards and commercials expressing out Where it All Happens campaign. There are many place we can promote, for instance the Miami Art Museum (MAM), Ultra Music Festival, Calle 8, The wine and Cheese fes-tival. We also can promote much of Miami through TV series and feature films.

SWOT ANALYSIS 1.7Research

15

Weakness: The city of Miami is known for being a slight bit ex-pensive, either the plane ticket or the hotels. While there is the option of staying on a budget, there are very expensive fine dining restaurants and some of

the activities may be over priced. Some may visit but only for a night due to the amount of travelers going on cruises and airplanes. Options vary in Miami do to the amount of activities the city has to offer, so this can create a problem.

Threats: The quadrant is split up by the main threats that

occur every year, for instance hurricane season is always a threat. Miami being the international hub

between Europe and South America, many visitors come and stay a few nights but leave to other places. Disney World, Universal Studios and Key West are our closest competition for tourist staying around the area. New York, Las Vegas, and Los Angeles are our three main competitors in our national area. There is also to many activities going on at the same time that make the visitor to choose between two or three activities.

Style Guid

e

17

STUDY GUIDESection 22.1 Mood Board2.2 Sketching2.3 Logo2.4 Dos & Donts2.5 Typography2.6 Color Pallette 2.7 Print2.8 Website

Style Guid

e

19

2.0 2.1 Mood BoardThe moodboard and toolbox set the tone earlyfor the Where it all happens campaign aesthetic. Imageswere sourced from stock photography site, iStockphoto.com. It was important to establish the perception of culture in the early phases of the concept while infusing cconcepts easily identifiable with the Miami.The initial color palette began with a yellow and blue and quickly evolved as the concept of the campaign matured. Similarcto the campaign, the color palette reflects a culutral miami.

Styl

e G

uid

e

20

Style Guid

e

21

2.2Sketching

Logo concepts came fast and furious during the early phases of the project. There were many logo styles that were part of the conceptand eventual produced the final logo style. On the left you see our sketchings and prelimanary drawings. On the right we have more

developed images became part of the final logo.

2.3

The Miami campaign logo has two variations: horizontal and black and white. The horizontal version of the logo is preferred, although the black and white version may be used as circumstances warrant - for better read-ability, or when horizontal space is limited.

Additional acceptable logo treatments will be addressed in the followingpages.

In order to convey a strong brand image and maintain consistency, the logo must never be redrawn or changed. Always use original data.

Logo

Styl

e G

uid

e

22

2.4Dos & Donts

MIAMIWhere it All Happens

Type

Tagline

The Miami logo consists of three main parts:

The SymbolsThe TypeThe Tagline

These will be discussed in more detail on the following page. Note that there is no symbols present in theblack and white version of the logo, nor should one be created for it.

Style Guid

e

23

LogoUnacceptable TreatmentsDo not replace logo strokecolors with any other colors. Do not use drop shadows or any other effects (glows, outlines, etc).Do not change the size of the logo text or tagline text or change any of the logo fonts.Do not allow the logo to become pixelated or distorted in any way. Always use original materials. Never copy and paste the logo from a secondary source. Do not add color background to logo.

Styl

e G

uid

e

24

Style Guid

e

25

2.5Typography

FontsGeneral GuidelinesMain headlines across all media utilize ITC Kabel Std. Subheads associated with Impact.

The logo tagline is in Emma Script MVb std. This font may additionally be used for extra headlines, and small amounts of body copy, particularly in print ads. The main body copy however, remains ITC kabel for anything longer than a paragraph.

In some cases, a regular font may be desired. If this is the case, the font Gerogia should be used.

Main Headlines : ITc Kabel Stdabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPqRSTUVWxYz

Subheads: Imapactabcdefghijklmnopqrstuvwxyz

AbcdefghIjklMnopqrStuvwxyz

Logo Tagline: Emma Script MVB Stdabcdefghijklmnopqrstuvwxyz

ABcdEfgHIjkLMnopqrSTuVWxyz

Optional Font : Georgiaabcdefghijklmnopqrstuvwxyz

abcdeFGhijklmnOpqrstuvwxyz

Many different fonts came into play in developing the final logo. On your left there are a few of the preliminary fonts that were used. Towards the beginning we were experimenting with serif and sans-serifs font, to get a wide variety of fonts. We also made an effort with scripts for the tagline.

Styl

e G

uid

e

26

Style Guid

e

27

2.6Color Palette

The color palette is made up of 5 colors:

BlueGreen YellowBlack Red

Color plays an essential role in Miamis identity. Consistent color usage isessential to maintaining the unique look and feel of the cultural identity. Below are the primary colors in the where it all happens palette. We are using colors that express the feeling of our city. Blues, yellows, and green are known to be seen all around Southbeach. Our bright flags bring in red, black and white. Our cultures make our city and we are proud to express them.

82,39,0,0CMYK

84,11,100,1CMYK

0,0,0,100CMYK

4,100,79,0CMYK

0,42,100,0 CMYK

Styl

e G

uid

e

28

Style Guid

e

29

Print Ads

2.6Print Ads

Print Ad specificationsMinimum specifications for print ads below.Margins:Surrounding margins: 3p0Header & Footer: 9p0Headline & subheading must not extend below 9p0.Likewise, Footer elements must not extend above 9p0.

Typography:Headline: Itc Kabel STd no smaller than 25pt. Headline should be contained in only one line.Tagline: Emma script no smaller than 24pt.Body copy: Itc Kabel , size 10pt, leading 12pt.Font:(Optional) Georgia

HEADING SUB HEADING

Web interaction Create new profiles in various social networking sites.

Facebook, Wikipedia, LinkedIn, MySpace, Ping, Friendster, Hi5, Twitter, Tagged. Presence in the media Make up videos and

commercials that can be run asadvertisements in multiple medias.

2.8 Website

Crea

tive

Dev

elo

pm

ent

30

Creative Develo

pm

ent

31

CREATIVE DEVELOPMENT

Section 33.1 Design Inspiration3.2 Motion Video3.3 Logo Development3.4 Website3.5 Competion Websites3.6 Print Ads

Creative Develo

pm

ent

33

3.0 3.1 Design InspirationImagery should be selected to best represent Miami. People should focus to offer a personable feel to the brand with in an entertaining and stylish tone. Miami is influenced by there sports, fashion, food, and music.

Crea

tive

Dev

elo

pm

ent

34

Creative Develo

pm

ent

35

3.2Motion Video

Just arrived to my hotel, as i turn around to walk inside i look at my background of Miami beach at my feet.

As we start walking around to find something to eat, we notice the great atmosphere and culture.

Just arrived at the colony hotel, South Beach Miami.

This is the Lebron scene, of him just dunking and then as he runs back he turns towards your area and waves at you.

Crea

tive

Dev

elo

pm

ent

36

Creative Develo

pm

ent

37

3.3Logo Development

The Miami logo incorporates different materials that influence our city. Each letter introduces something new, for instance our culture, beaches and food. The logo is available in two versions: color with tag line, and black and white logo.

Website3.4

The Art and culture page is mostly for daily basis , our locals can advertise their events. We allow the user to choose from their area, which museum and which event they wish to attend. With these options the user can choose events from daily shows to months in advance. The map is a quick view to allow the user to see if they are in walking distance or need to take

a taxi. They will have videos of activities that are going on in local areas, for example Music events, fashion shows and sporting events.

The events page is to attract our young audience, we are aim to create a heavy buzz about local events. Miami is where it all happens so we are trying to show all the events, concerts, and sporting events in Miami. this will help users by allowing them to purchase tickets and find correct information about future events. With the Plan your trip column the user is able to see which events they have already booked and the ones still on hold. The two column on the bottom are just local news

and special deals from our local advertisement.

Crea

tive

Dev

elo

pm

ent

38

3.5Competition WebsitesCreative D

evelop

ment

39

These sites all have certain things in common, they all have influenced the cam-paign in some kind of way. Some may have influenced the look and feel of the site, others have individual parts that may be included in the final website. Certain sites were explored to see a way to improve upon them, for instance easier ways to book a hotel or find your way around the city.

Crea

tive

Dev

elo

pm

ent

40

3.6Print Ads

Representing the Miami brand in a print advertising should follow these guides to ensure consistency in branding through out the campaign. Imagery should be chosen to convey the main tenets of the brand: Culture, entertainment, and friendliness.