Miami Beach is a destination for audiophiles worldwide. The venues are set up to cater to these crowds, and they cater well. When there are weekends of low-attendance to events, though, businesses suffer and City revenue is reduced. With the City of Miami Beach Department of Tourism, I created an ad campaign to promote music in Miami Beach. We targeted music publications throughout the US. Later, this campaign carried over to the film industry–a billion dollar industry in Florida.