As an experiential extension of the Greater Miami Convention & Visitors Bureau’s “It’s So Miami” print campaign and NYC subway station media buys, TH was tasked with bringing the spirit of Miami to Manhattan with the goal of engaging both everyday consumers and press/media. As a response, TH designed and fabricated a 25’ x 80’ pop-up pool in the middle of Union Square complete with live palm trees, press-only cabanas, a DJ booth and glistening pool. Throughout the day, bikini-clad models engaged the crowd by passing out branded giveaways, coco frios and Cuban coffee, along with hourly prizes that included trips to Miami for lucky recipients. Miami-inspired programming throughout the day included a swimwear show, live entertainment by salsa dancers and a cooking demo by chef Alfred Portale of Fontainebleau.
1 activation day
250 press attendees
83,338,257 press/media impressions
81,589,316 social media impressions
336,404 visual impressions