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IIVII HOWARD R. MILLER COMMUNICATIONS CA5ESTUDY: 2007 M lAM I EEAOi s...EEPI..E$NIG-tT In 2007 the Oty of Miami I?ead1 had the opportunity to be the first dty in North America to host II Nuit Bandle", an international event that has been a major a.Jltural sua::ess across 8.Jrope. 01 November 3rd, 2007, Miami !?eadl hosted the first ever II Nuit Bandle," renamed 8eepless Night for its introduction in the United Sates. 8eepless Night was an all-night (13 hour), free, dtywide celebration of a.Jlture. R"ee, nonstop entertainment provided by Miami !?eadl'smajor a.Jltural institutions and individual artists took place in both dty-owned and private venues (both indoors and outside) throughout four major zones of activity: North 1?ead1, Collins Park, Unooln ~ad and O:ean Cfive. Howard R Miller Communications' (HRv1C) dient, theOty of Miami Beadl, brought them in asthe marketing oounsel for the 2007 inaugural 8eepless Night, to integrate all marketing, advertising, and public relations activities. HRv1Cdeveloped a oost-effective integrated national and local marketing plan to adlieve the following 8eepless Night marketing goals: · B.Jdg:!t: HRv1Cworked with a $49,000 marketing' advertising budget that induded: print, radio, television and viral media. Their campaign generated and earned media value estimated at $267,446.50. The sua:essoCa.Jrred asa result of (a) Researdling, revie.ving and analyzing all advertising and public relations efforts from previous global Nuit Bandle events, (b) maximizing online marketing opportunities, and (c) forming ne.v relationships with first-time media sponsors. · c:enerate 5cposure: OJer 33,000,000 media i mpres90ns were generated. This number only reflects marketing' advertising and does not indude public relations placements. . c:enerate B.Jzz: OJer 150,000 SJuth Rorida residents and visitors attended the 130+ events in more than 80 venues that took place during the 13-hour free, dtywide a.Jltural celebration. · M aximi2e Marketing Opportunities with Cbrporate ~nsors Coordi nated numerous marketi ng aoss-promotionswith oorporate sponsors and their media affiliates (e.g. Oear O1annel, CBS OJtdoor) · Establish Reoord-~ping D3veloped organizational system to rea:>rd and file all agreements with media sponsors and other media. 2007 established a sensational first year performance for Seepless Night and called the II best, multi-genre arts event by \.IVtR'J SJuth Rorida Arts !?eat A-oducer and Host 8:l!?e11. Wth planning already well underway for the seoond avvakening of 8eepless Night, HIlv1Cwill ooordinate a local, national and international marketing campaign for the 2008 event on November 1s. Page 25 of 44 Bd No 11-02-02