Miami Beach Has Strong Message for Spring Breakers:
Consequences of bad choices front and center
After a particularly difficult Spring Break last year, Miami Beach has developed a marketing campaign with a strong message for visiting college students – obey the law or face the consequences. Following up on an earlier outreach to colleges and universities emphasizing the focus on enforcement of traffic and quality of life ordinances, the marketing campaign is an attempt to stop trouble before it happens.
In a letter to Commissioners, City Manager Jimmy Morales wrote the campaign will largely be carried out on social media.
“The MBPD was given an increased overtime allocation this year to put more officers on the street during the height of Spring Break and to increase quality-of-life enforcement,” Morales wrote. “Accompanying increased enforcement is this vision of reaching the Spring Breakers with a message about how to stay out of trouble.” The new communications plan, he said, “was designed to educate the public on all activities that are illegal in Miami Beach and the penalties to be incurred if caught breaking the law.”
Spring Break mostly occurs during the month of March. City officials are projecting the height of activity this year to be between March 15 and 24. The marketing campaign is divided into two phases, according to Morales. Using the hashtag #SpringBreak2019, the first phase will consist of “enforcement messages” via social media, “geotargeting users as plans are being made to visit Miami Beach for Spring Break,” he wrote. Phase two messaging will begin on March 1 and will consist of reminders of illegal activities “that will be heavily enforced.”
“Although the overarching communication warns of penalties for breaking the law, each phase has its own tailored message,” he said.
Phase 1 (image below) carries the message “Choose your bars wisely.”
Phase 2 messaging: “Miami Beach Spring Break 2019, Come on Vacation, Don’t Leave on Probation.”
Each ad will link to the website created for the campaign, www.mbspringbreak.com, which outlines illegal activities such as smoking marijuana and drinking in public. The cost of the public service campaign is expected to be $33,000 over two and a half months.
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