In a significant development for the region’s booming travel sector, WPP’s integrated marketing agency VML has successfully retained its role as the Agency of Record (AOR) and managed organic social media responsibilities for the Greater Miami Convention & Visitors Bureau (GMCVB). This crucial win marks the beginning of a ninth consecutive year for the enduring partnership between VML and the GMCVB, underscoring the agency’s sustained success in promoting one of the nation’s most dynamic travel destinations.
The retention followed a highly competitive, multi-phase pitch process spanning six months, during which VML demonstrated its strategic vision, creative capabilities, and deep understanding of the Miami and Miami Beach tourism landscape. The agency’s Miami office spearheaded the pitch, leveraging its local expertise to present innovative strategies aimed at further elevating the destination’s global profile.
“VML has proven time and again to be a true extension of our team,” stated Gisela Marti, Senior Vice President of Marketing & Tourism at the GMCVB. “Their deep understanding of Miami and Miami Beach, paired with their creativity and digital expertise, has been instrumental in shaping how our destination is experienced globally. As we embark on this next chapter together, we are confident that VML’s partnership will continue to elevate our brand, inspire travelers, and drive meaningful economic impact for our community.”
Eric Campbell, NA CEO of VML, echoed this sentiment, expressing excitement about the continued collaboration. “We are thrilled to continue our partnership with the GMCVB and are honored to be entrusted with both the AOR and organic social media responsibilities,” Campbell said. “This win is a testament to the strength of our relationship, our team’s dedication, and our ability to deliver impactful results.”
This extension comes at an opportune moment, following a landmark year for Miami’s tourism industry. In 2024, Greater Miami and Miami Beach welcomed a record-breaking 28 million visitors, the highest number ever recorded in a single year. This surge in tourism translated into unprecedented economic contributions, with visitors spending an astounding $22 billion across the destination. This figure represents a substantial increase, signaling robust growth and recovery in the travel sector.
The economic ripple effect of this visitor influx is profound. Tourism generated $2.2 billion in state and local tax revenues, significantly benefiting public services and infrastructure. Furthermore, the industry solidified its position as a major employer, supporting over 209,000 jobs within Miami-Dade County, marking its largest workforce to date. The overall economic impact of tourism on Miami-Dade County reached $31 billion, accounting for a significant 9% of the county’s Gross Domestic Product (GDP).
In terms of hospitality performance, Miami-Dade County emerged as a leader. It topped the state of Florida in hotel occupancy rates and ranked fourth nationally among the top 25 U.S. hotel markets. The destination also secured third place in average daily room rates, highlighting strong demand and the appeal of its diverse offerings.
The GMCVB’s proposed sales, marketing, and promotion budget for the 2024-25 fiscal year was $32 million, a testament to the bureau’s commitment to investing in strategies that attract and engage visitors. VML’s comprehensive suite of services, encompassing brand experience, commerce, and technology, positions them as an ideal partner to leverage this investment and drive future success.
VML, formed from the merger of VMLY&R and Wunderman Thompson, is a global powerhouse within the WPP network. The agency has a proven track record in the tourism sector, including past work on rebranding state parks adjacent to Miami and developing accessible tourism initiatives. Their integrated approach ensures a consistent brand voice and cohesive strategy across all marketing channels, vital for maximizing engagement with diverse target audiences.
The news also highlights the GMCVB’s broader strategic efforts, including formalizing a partnership with the Miami-Dade Beacon Council to further enhance the county’s appeal as a global gateway for business, investment, and tourism. Initiatives focusing on sustainability, accessibility, and major events like the upcoming FIFA World Cup are also central to Miami’s long-term tourism strategy.
As VML continues its partnership with the GMCVB, the focus remains on showcasing Miami’s vibrant culture, diverse attractions, and economic vitality. The agency’s established relationship and understanding of the destination, coupled with Miami’s continued success in attracting visitors, sets a strong foundation for sustained growth and positions the region for an even more prosperous future in travel and tourism. This collaboration is crucial news for the Miami tourism editorial landscape, reinforcing the city’s status as a premier global destination.
