MIAMI TOURISM IT’S SO MIAMI TAXI STAND

Transporting the essence of Miami to the streets of New York, TH designed and produced a pop-up taxi stand, bringing attention to the Greater Miami Convention & Visitors Bureau’s “It’s So Miami” campaign while promoting tourism in the Magic City. Stationed in front of Bryant Park, the activation consisted of a street-long pickup area flanked with palm trees and a Miami-style cabana featuring A/C, plush couches and a street cart offering passersby coco frios and Cuban coffee. Attendees were given free rides in exotic cars—Lamborghinis, Ferraris, Maseratis, and Bentleys—all branded with #SoMiami. The fast rides drove over 240 New Yorkers to various locations around the city creating a warranted disruption while increasing overall brand awareness.

1 activation day
1,000 branded sunglasses and t-shirts distributed
1,407 #SoMiami Instagram photos
243 taxi rides
379,330 visual impressions