WPP’s VML has retained the Greater Miami Convention & Visitors Bureau AOR and organic social media responsibilities, following a competitive pitch. This win marks the beginning of VML's ninth year partnering on the GMCVB’s ad account.  

The tourism bureau doesn’t break out its ad budget, but its proposed sales, marketing and promotion budget for 2024-25 was $32 million.    

The pitch was spearheaded by the VML Miami office. “As we embark on this next chapter together, we are confident that VML’s partnership will continue to elevate our brand, inspire travelers, and drive meaningful economic impact for our community,” stated Gisela Marti, Senior Vice President of Marketing & Tourism, Greater Miami Convention & Visitors Bureau.  

The bureau reported record tourism growth in 2024, generating  $22 billion in visitor spending and $2.2 billion in state and local tax revenue.