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Case Studies

Miami Case Study

case studies

Greater Miami Convention & Visitors Bureau

 

"I've worked with many top marketing/public relations firms over the years. DCI has impressed me with their knowledge of the travel industry and close relationships with the national media we want to reach. They have taken the time to develop a deep understanding of Miami as an exceptional year-round world class destination."

 

William D. Talbert, III, CDME
President & CEO
Greater Miami Convention & Visitors Bureau

The Challenge

Miami Spice Restaurant Month is the most affordable time of year for visitors to experience the region's innovative cuisine, which offers a unique blend of ethnic dishes. Greater Miami Convention & Visitors Bureau charged Development Counsellors International (DCI) with raising awareness of Miami’s burgeoning culinary scene by showcasing the city’s dynamic chefs as spokespeople to reintroduce Miami Spice Restaurant Month.

The DCI Roadmap

• Identify Miami’s most innovative and camera-ready chefs, and compose Miami Spice Month press materials featuring these signature chefs, restaurants and dining specials;

• Target strategic print, broadcast and online outlets, and commence aggressive proactive outreach, highlighting the Miami region's unique culinary scene and experiences;

•  Schedule a multi-city tour with culinary lunch and dinner events in key markets to allow media to experience Miami’s cuisine for themselves;

•  Leverage exposure of the Bravo Network series "Top Chef 3," which was filmed in Miami and featured local chef Sandee Birdsong from Tantra Restaurant & Lounge.

The Results

• DCI arranged Miami Spice media lunches and dinners in Chicago, New York and Philadelphia, and an in-house lunch for editorial staff at Hachette Filipacchi Media. Attendees included outlets such as Chicago Sun-Times, New York City’s CW 11 Morning News, Elle, Metropolitan Home, The Philadelphia Inquirer, Premiere, Travel + Leisure, Town & Country and Woman’s Day.

 •  DCI secured live morning show coverage of Ola restaurant chef Doug Rodriguez on CBS "The Early Show" and of Jean Paul Demaison on New York City’s Telemundo 47 and NBC syndicated daytime morning lifestyle series.

• DCI landed features on Miami and interviews of its top chefs with key TV, radio and podcast programs, including the Food Network’s "Giada’s Weekend Getaways," PBS's "America’s Heartland," Sirius Satellite Radio's "Martha Stewart Radio" and "OutQ," NPR's "A Chef’s Table," Culinary Podcast Network and FoodCandy.com.

• As a result of these efforts, DCI helped boost restaurant participation by 17 percent and gross restaurant sales revenue by 5.7 percent over a one-year period.

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