rbb Communications celebrated a two-fold win, becoming the agency of record for the Greater Miami Convention & Visitors Bureau (GMCVB) and immediately executing a powerful community-focused campaign on their behalf to support the many local restaurant businesses deeply impacted by the Coronavirus pandemic.
The GMCVB is the official, accredited destination sales and marketing organization for Miami-Dade County. As such, they aim to generate travel demand to Greater Miami and the Beaches in order to maximize economic impact to the community, ensure industry resiliency, and elevate the resident quality of life.
The GMCVB tasked rbb with developing a strategy that would help turn the tables for the restaurant industry. In record time, the rbb team ideated, developed and launched Miami Eats by the GMCVB, a program designed to stimulate business for beloved local restaurants and most importantly—their employees, chefs and owners—by promoting takeout, delivery and direct calls to restaurants to place orders.
In under 36 hours, the creative campaign and dedicated website went public with nearly 300 participating restaurants, a number that has continued to grow—quickly surpassing the 1,300 mark! To make this happen, the team launched a massive outreach effort to all Miami-Dade County restaurants—regardless of location, cuisine, or price point—to encourage their participation and ensure the site had their correct information. rbb also created and shared a partner toolkit for restaurants with campaign creative assets available for download to help amplify the promotion on their own website and social channels with ease.
“rbb has been a tremendous partner for the GMCVB during these difficult times,” said Janel Blanco, Content & Creative Services Director for Greater Miami Convention & Visitors Bureau (GMCVB). “We truly appreciate the team’s swift action in creating, launching and promoting the Miami Eats program. Our recent achievement of surpassing the 1,300 restaurant partner mark is a testament to rbb’s talent.”
To support the program’s launch and drive clicks to the online restaurant directory, rbb executed an advertising and PR blitz across local print, online and broadcast channels, resulting in exposure and earned editorial in a wide range of news and lifestyle media. Social media users were also encouraged to share their Miami Eats experiences on social media with the hashtags, #MiamiEats and #OrderOutHelpOut.
The campaign saw quick and impressive results, racking up over 250 million media impressions, 53 million social impressions, 42 media placements, and 262 thousand #MiamiEats mentions within three weeks of launching.
“rbb champions breakout brands, which calls for engaging deeply to understand clients’ short- and long-term challenges and activating quickly and strategically on unique initiatives that will deliver powerful results,” said Lisa Ross, President of rbb Communications. “We’re happy that Miami Eats resulted from successful client-agency collaboration and has shown promise in providing support to all those who are involved with the local restaurant industry.”