SCOPE
In the fourth quarter of 2020, we were engaged by ad agency VML and their client, The Greater Miami Convention & Visitor Bureau (GMCVB), for a campaign entitled Miamiland. The pandemic disrupted tourism, the region’s most lucrative industry, and the GMCVB was looking for a way to re-ignite travel to Metro Miami and the surrounding areas. Their strategy hinged on a marketing campaign to promote Miami’s unique outdoor spaces where visitors and residents could have great experiences while adhering to social distance protocols.
OBJECTIVE
Delivering significant ROI to Miami’s blend of unique outdoor experiences by showcasing many leisure activities accessible to visitors and residents at Miami-Dade county beaches, parks, golf courses, and the Florida Everglades
CHALLENGE
With limited time, heavy restrictions at the height of the pandemic, and no vaccine at the time. It was an uphill task for the film industry to operate under never-before-seen conditions. The campaign was geared toward attracting adventurists and outdoor enthusiasts, using branded materials and videos showing the possibilities of happiness under the circumstances. The challenge was to manage more than 30 talent alongside 30 crew members without incident and deliver 17 one-minute videos shot in 35 locations. In addition, the working timeline was October 20th to December 5th.
APPROACH
So, how did Crown Street Films produce content that increased revenue of the more significant Miami area hotel industry by 297% during the height of COVID with heavy restrictions and no vaccine?
The Crown Street approach was a multi-pronged plan that used strategic expertise to combine the pre-production, production, and post-production phases so we could shoot, edit, and deliver the product simultaneously. The crew was divided into smaller teams and designed to be agile, maximizing speed and efficiency.
RESULTS
160,000 hotel bookings
350% booking increase over the previous year.
$100,000,000 in revenue for the region
297% increase in revenue from the prior year.