The Greater Miami Convention & Visitors Bureau’s (GMCVB) tapped Republica Havas as a creative and media partner. 

In this capacity, the Miami-based agency will execute strategy for key local programs, such as Miami Spice, Miami Spa Months, Museums & Attractions Months, Miami-Dade Farmers Month and Miami Arts, Culture & Heritage Months. It will also develop seasonal campaigns.

Jorge A. Plasencia, Chairman/CEO of Republica Havas and Global Chief Client Officer of the Havas Creative Network, said: “We look forward to bringing our creative expertise and community roots to campaigns that celebrate Miami’s diverse neighborhoods, talent and traditions.”

The collaboration debuts with the 2025 Miami Spice, themed “Exhibition of Flavor,” a campaign that posits cuisine as fine art.

The promotion is running throughout Greater Miami.

Gisela Marti, SVP, tourism/marketing at GMCVB, touting the agency's “deep local knowledge and cultural insight” as assets to amplify the organization's many programs.  

GMCVB reports the city attracted more than 28 million visitors in 2024, the highest number ever recorded in a single year. These visitors spent $22 billion in the destination, generating $2.2 billion in local and state tax revenues.

Headquartered in Miami, Republica Havas has offices in New York City, Los Angeles and Chicago.