Miami brought its new global marketing campaign to Toronto recently at a trade event designed to convey the South Florida city’s many faces and colours. Salsa dancers, cocktail making, and an artistic endeavour guided by a renowned graffiti artist from the city enlivened the event while giving hints of the “Find Your Miami” campaign.

Featuring such platforms as “Artventure” and “Deluxious,” the campaign is meant to show that Miami “is not one kind of experience and can’t be described in one word,” Greater Miami CVB’ Suzie Sponder told Travel Industry Today, adding, “we came up with a blend of words that explains a variety of experiences.”

For example, “artventure” combines everything from exploring the local art scene to discovering diverse neighborhoods and a plethora of outdoor activities.

Meanwhile, “deluxious” marries the destination’s luxury amenities with a gastronomic scene that benefits from a diversity of cultures, local fresh fruit and vegetables, and a recent influx of Michelin starred restaurants (12) as detailed in the new Florida Michelin Guide.

The “Find Your Miami” campaign also highlights the local LGBTQ community and breaks out Miami Beach with a parallel “Find Your Wave” theme.

Sponder notes that “big tent” events are back in the city after the pandemic, including Art Basel Miami and the South Beach Wine and Food Festival.

But the latest “very big deal” is the expansion of the Brightline rail network to Orlando on Sept. 22, which enables travellers who don’t want to drive to reach – or come from – the central Florida city in about three hours.

And the ability to combine the theme park capital with the exuberance and nightlife – and beach – of south Florida will “open up a whole new market,” says Sponder, for those looking to find their own Miami.