WPP Group’s marketing unit VML has been named global marketing agency of record for the Greater Miami Convention & Visitors Bureau.
VML won the account after Miami's tourism marketing organization initially kicked off an extensive open review of its advertising, marketing and digital account in February.
VML will work with that city’s DOT to craft a strategy to raise Miami’s visibility and drive domestic and international visitors to the city and its beaches. The work will include brand strategy, strategic planning, media planning and buying as well as creative development.
VML was awarded a four-year contract, with an additional one-year option. The agency will work in concert with GMCVB’s AOR for PR, Chicago-based Current.
Tourism remains Miami’s number one economic driver: the seaport city last year saw more than 15.5 million visitors, accounting for an economic impact of $24.4 billion.
Kansas City-based VML, which has 28 offices worldwide, was founded in 1992.
Weber Shandwick is providing PR and marketing communications services to the Moroccan National Tourist Office in New York.
Finn Partners has filed its six-month contract with the Bahamas Ministry of Tourism, Investments & Aviation, which is worth $240K.
Weber Shandwick wrapped up its work for the Ministry of Bahamas at the end of 2023.
The Aruba Tourism Authority is boosting its budget 29.4 percent to $2.2M at Zeno Group, according to its 2024 contract, effective Jan. 1.
As inflation continues to impact spending, consumers are revisiting their list of what they’re willing to spend more of their money on. Luckily for those in the travel industry, experiences seem to be trending up on the “splurge” list. 
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