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<br />. :'~;r:tiE~ ~'~"~;I;; <br />. ;~.;~)" ... ~ '})tll:'!l~ -If'4 .~.~~'f <br />'.;1#' . ~;.tJ :.~. 'f:"" <br />/)C:' ") ." .$.: .~. "2ai.;; <br /> <br />HOWARD R. MILLER <br />COMMUNICATIONS <br /> <br />o <br /> <br />CASE STUDY: 2007 MIAMI BEACH SLEEPLESS NIGHT <br /> <br />In 2007 the City of Miami Beach had the opportunity to be the first city in North America to host <br />"Nuit Blanche", an international event that has been a major cultural success across Europe. On <br />November 3rd, 2007, Miami Beach hosted the tirst ever "Nuit Blanche," renamed Sleepless Night for <br />its introduction in the United States. Sleepless Night was an all-night (13 hour), free, citywide <br />celebration of culture. Free, nonstop entertainment provided by Miami Beach's major cultural <br />institutions and individual artists took place in both city-owned and private venues (both indoors and <br />outside) throughout four major zones of activity: North Beach, Collins Park, Lincoln Road and Ocean <br />Drive. <br /> <br />Howard R Miller Communications' (HRMC) client, the City of Miami Beach, brought them in <br />as the marketing counsel for the 2007 inaugural Sleepless Night, to integrate all marketing, <br />advertising, and public relations activities. HRMC developed a cost-effective integrated national <br />and local marketing plan to achieve the following Sleepless Night marketing goals: <br /> <br />. <br /> <br />. Budget: HRMC worked with a $49,000 marketing/advertising budget that included: <br />print, radio, television and viral media. Their campaign generated and earned media <br />value estimated at $267,446.50. The success occurred as a result of (a) Researching, <br />reviewing and analyzing all advertising and public relations efforts from previous <br />global Nuit Blanche events, (b) maximizing online marketing opportunities, and (c) <br />forming new relationships with first-time media sponsors. <br />. Generate Exposure: Over 33,000,000 media impressions were generated. This <br />number only reflects marketing/advertising and does not include public relations <br />placements. <br />. Generate Buzz: Over 150,000 South Florida re'sidents and visitors attended the 130+ <br />events in more than 80 venues that took place during the 13-hour free, citywide <br />cultural celebration, <br />. Maximize Marketing Opportunities with Corporate Sponson: Coordinated <br />numerous marketing cross-promotions with corporate sponsors and their media <br />affiliates (e.g. Clear Channel, CBS Outdoor) <br />· Establish Record-Keeping: Developed organizational system to record and file all <br />agreements with media sponsors and other media. <br /> <br />2007 established a sensational tirst year performance for Sleepless Night and called the "best, <br />multi-genre arts event by WLR.J~ South Florida Arts Beat Producer and Host Ed Bell. With <br />planning already well underway for the second awakening of Sleepless Night, HRMC will <br />coordinate a local, national and international marketing campaign for the 2008 event on <br />November 1'1. <br /> <br />o <br /> <br />1m :->F. 12~1h STREF.T, S\"ITF. 209. "ORlll \11. UII. FL 3.1161 . Td. 3()~.57J.()!l1l2. n.\:. .l()HI)~.HI2 <br />htmard1ctgohnno:.~"Om. ""\\.w.gohrmc..:om <br />