Navigating the Out-of-Home Marketing Landscape in Miami, FL
The Project X Newsletter: Volume XXXIV
In one day a lot can happen.
In one day, kids learn to ride a bike. One day they can’t balance and may fall or not travel very far, but then all of a sudden, one day, it happens and they ride.
After all of the uncertainty that comes with living through a pandemic, we need to remind ourselves that we, as individuals, have the power to make changes and all it takes is one day. We can have grand plans and a schedule of how and when a change will take place, but when you break it down there is always that one day we can look back on as the catalyst for change.
Sometimes we need to persevere in the face of adversity. Like riding a bike, if we stop after the first day of trying because we could not balance, fell too many times, and had too many bruises on our shins, we will never ride. We must get back up on that bike and keep trying because we know that day, the day we ride far and fast, could be tomorrow.
So always keep in mind that a lot can happen in just one day. You can get organized in one day, you can write a song in one day, and you can change in one day.
Market Update: Miami, FL
Welcome to Miami, the Magic City; spectacular sunsets, balmy breezes, and warm waters are about as welcoming as any place on earth and sound like something we could all use right about now. As we travel down south, let’s review current COVID restrictions, consumer behaviors, and the out-of-home landscape, where a mere two weeks ago, Mayor Daniella Levine Cava canceled eight previous orders implemented last year by her predecessor, Carlos Gimenez.
Among the former rules quashed: a ban on boats rafting up with each other, a requirement that gym locker rooms be closed, prohibitions on water stations at golf courses, and a string of restaurant regulations outlawing salad bars, toothpick dispensers, and loud music. Levine Cava’s new order restates the county’s mask requirement for almost all public spaces, with existing exceptions for religious institutions, hotel rooms, private automobiles, and other circumstances. It also requires businesses to provide hand sanitizer for employees and customers, and mandates they make “reasonable efforts” to maintain social distancing.
What does this all mean? Miami is alive and well, dining is open at 100% capacity, and flocks of tourists have descended on the city making it a great place for brands to be investing in OOH. Over the past month, occupancy rates, particularly across large format, premium inventory have become extremely tight as advertisers look to re-engage with consumers in a near post-pandemic state. People are out and about in droves across the market including but not limited to South Beach, Miami Beach, Brickell, the Arts District, Bayside plaza, Wynwood, the Design District, and many more. Reaching these consumers through OOH can be accomplished with a number of different placements (ideally a mix), such as digital bus shelters & kiosks, large format wallscapes, digital boat spectaculars, aerial beach banners, wrapped trolleys, buses & taxis, and other place-based, guerilla activations.
If you are interested in taking advantage of this unique opportunity to activate in a post-pandemic, emerging market, you’ll need to act fast as inventory is moving quickly!
We will continue to provide updates on various markets across the country in the coming weeks, and if you ever have specific questions, you can always reach out to hello@pjxmedia.com.
Out-of-Home Spotlight: Design Tip #5
Use 7 words or less. Use the fewest amount of words possible. The easier your copy is to comprehend the more likely your audience will retain your message and take action.
Find Your Freedom - Jansport
Vimeo can help*
Campaign Freeze Frame
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News & Views
How the Pandemic Graphic Archive is preserving our new reality (via Creative Review)
Signage and wayfinding have taken on new significance in our buildings and public spaces and now an archive of images of this signage was started so historians will have a visual reference of the times we are living in now.
Palm Springs Billboards Prompt Heavy Road Trip Conversations (via KCET)
The billboards along Gene Autry Trail in Palm Springs are telling tales — ones that have for a long time been brushed under the rug, like embarrassing family stories, but which are now being seen and heard far and wide.
Oscars Sells Out of Commercial Time With Influx of First-Time Advertisers (via Adage)
Newcomers to tentpole events like the Oscars started earlier this year when at least 21 brands bought Super Bowl commercials for the first time. Similar to the Super Bowl, these first-time Oscar advertisers are “COVID-thriving brands”.
