City of Miami Beach
Find Your Wave
Repositioning Miami Beach beyond the beach through an integrated destination marketing campaign.
Explore the CampaignOverview
More than a beach. An entire world to discover.
The Find Your Wave campaign was created to reposition Miami Beach as far more than a beach destination by highlighting its arts and culture, culinary scene, wellness experiences, business community, architecture and year-round lifestyle. The objective was to diversify tourism, strengthen brand perception and encourage residents, visitors and meeting planners to experience every dimension of Miami Beach.
Services
The Strategy
Changing perception through storytelling.
Research identified an opportunity to broaden public perception of Miami Beach beyond beaches alone. The campaign centered around four key brand pillars.
Quality of Life
Community, neighborhoods, and everyday Miami Beach living.
Urban Oasis
Architecture, design, wellness, and sophisticated escapes.
Culture Capital
Arts, music, history, and creative expression.
World-Class Experiences
Culinary, nightlife, events, and unforgettable moments.
Campaign Phases
Phase One: Feb–Jun
Phase Two: Jul–Oct
Phase Three: Nov–Dec
Always-on media strategy with ongoing optimization using campaign performance data.
Campaign Concept
Find Your Wave
Rather than promoting a destination, the campaign invited audiences to discover their own version of Miami Beach through personalized experiences.
Creative Execution
Every channel. One unified campaign.
Social Media
- Instagram Stories
- Facebook Ads
- Video Content
- Organic Social
Digital & SEM
- Google Search
- Display Network
- Native Ads
- Website Banners
Out-of-Home
- Street Pole Banners
- Bus Shelters
- NYC Wallscape
- Print Ads
Video & Photo
- Campaign Video
- Lifestyle Photography
- Drone Footage
- Editorial Shoots
National Extension
Taking Miami Beach to Times Square.
The campaign extended nationally with a high-impact digital wallscape in New York City, bringing Miami Beach's multidimensional identity to one of the world's most visible advertising platforms.
Campaign Results
Measurable destination impact.
Campaign Impressions
Video Plays
Digital Link Clicks
Hotel Bookings
Campaign Gallery
Selected campaign assets.
"Destination marketing is about changing perception — not just driving awareness."
The Find Your Wave campaign demonstrates Muse Social Creative's ability to combine research, branding, storytelling, creative direction and integrated media planning into a unified campaign that reshaped how audiences experience a destination. From strategic positioning to multi-channel execution, every touchpoint reinforced a richer, more multidimensional vision of Miami Beach.