A haven for snowbirds, Miami sells itself differently in the summer. It positions itself like a fashion brand, with ads using sexy models and featuring hotels in an arty way.
To keep the summer throngs engaged, Miami has created the Summer Festival Season that runs from Memorial Day through Labor Day, lacing the calendar with fashion, film, sports, cultural, ethnic and music events, Whitaker said. Greater Miami’s marketing budget is about $6 million, plus another $800,000 for public relations.
Miami received nearly 11.6 million visitors in 2006, a figure that includes 5.3 million foreign overnight visitors.
For Miami information, go to www.miamiandbeaches.com, where you can find events and make hotel reservations. Or phone 800-933-8448.
Instead of models, Los Angeles calls on celebrities, such as Diane Keaton, Gary Marshall, Jamie Lee Curtis and Lionel Richie, to add glitter to its See My LA campaign. They describe what they like about L.A., appearing on billboards and in some TV commercials.
Like New York, there’s plenty to see in sprawling L.A. and Los Angeles County, from superb museums such as the Getty Center, Huntington Library and the Museum of Contemporary Art to TV and movie magic at Universal Studios. You can shop endlessly on Robertson Boulevard, Rodeo Drive and Melrose Avenue. Or just chill on a beach.
L.A.’s budget for its summer/fall promotion is $2 million, and its annual budget is $10 million. The city had 25.4 million visitors last year, 4.7 million of those foreign. Tourism is the city’s No. 2 industry, exceeded by international trade and followed, surprisingly, by movie and television production.
Travelers can find information and book hotel rooms at www.seemyla.comwww.cityof chicago.org/tourism, or phone 877-244-2246.
