Featured Case Study
City of Miami Beach
Transforming one of America's biggest public safety challenges into a campaign that captured worldwide attention.
View Full Case StudyOverview
The City of Miami Beach sought to fundamentally change the narrative surrounding Spring Break.
After years of overcrowding, public safety concerns, and ineffective awareness campaigns, the objective was to create a bold, culturally relevant campaign capable of changing visitor behavior while generating national awareness before travelers arrived.
Services
The Challenge
Breaking through the noise.
Previous campaigns struggled to influence visitor behavior or break through the media noise surrounding Spring Break. The campaign needed to:
- Shift public perception of Miami Beach during Spring Break
- Reach visitors before arrival through digital-first channels
- Clearly communicate new safety measures and enforcement
- Generate national and international conversation
- Increase awareness through culturally relevant storytelling
Strategy
From research to results.
Research
Audience Insights
Campaign Strategy
Creative Development
Content Production
Media Rollout
Optimization
Creative Execution
Breakup Campaign & Take Care Of Our City
We managed a multimedia advertising plan including social media placements, web banner ads, public service announcements, and digital campaign creative designed to reach spring breakers and tourists through every available channel.
Social Media Ads
Platform-native content designed for Instagram, TikTok, Facebook and Twitter to intercept audiences before travel.
Digital Campaign
Web banners, display ads, and retargeting creative deployed across major ad networks and travel platforms.
Public Service Announcements
PSA creative featuring locals as the voice of safety messaging, distributed across broadcast and digital channels.
Campaign Photography
Original photography capturing the campaign's bold visual identity and Miami Beach's cultural energy.
Video Production
Short-form and long-form video content that generated over 2 billion views across platforms.
Website & Landing Pages
Dedicated campaign microsites driving 674K+ visits with clear safety messaging and visitor information.
The Results
Numbers that speak for themselves.
Breaking Up With Spring Break
Primary Campaign
Impressions
Website Visits
Link Clicks
Video Views
Take Care Of Our City
Supporting Campaign
Impressions
Website Visits
Link Clicks
Video Views
Global Impact
When strategy becomes culture.
The campaign became one of the most talked-about public awareness initiatives surrounding Spring Break, generating extensive national and international media attention while helping redefine how government campaigns engage modern audiences.
Featured In
How Muse Delivered
Campaign Assets
Selected creative.
"Great campaigns don't just earn attention. They change behavior."
