MIA Connections - All Things Miami


Got a long layover? Check out MIA's interactive digital newsletter, MIA Connections. Designed for tablets and mobile devices, MIA Connections is a visually stunning and innovation introduction to all MIA and Miami have to offer. Find out about airport dining, shopping and award-winning art installations. Plan an excursion to little Havana and learn where locals eat and play. It’s all just a click away at www.MIAconnex.com. To learn more, watch our promo video: https://www.youtube.com/watch?v=HotxDIoCgko

Launched on February 18, 2015, the all-digital newsletter is published quarterly in English and Spanish and the first of its kind at any U.S. airport. MIA Connections is designed, photographed and written by Herald Custom Publishing (HCP), the publishing agent for our partners at the Greater Miami Convention and Visitors Bureau (GMCVB).

Entry Statement

1. Project Goals: 

To promote MIA and Miami in an easy-to-access, bi-lingual and digital format; to market MIA and its offerings to existing customers and potential new business.

2. Production: 
  • Newsletter produced by HCP, the publishing agent for the GMCVB. Editorial direction, creative control and selected writing by the Miami-Dade County Aviation Department (MDAD). HCP provides writing, photography and digital production.
  • Production costs borne by HCP; profit from ad sales, held in an airport promotional account to be shared by MDAD and the GMCVB.
  • Promo video sponsored by CNN
  • Launch press event hosted by MDAD
  • Digital ads by MDAD displayed at MIA on over 1,000 monitors and signs
  • Passenger courtesy trolley wrapped in MIAconnections ad
  • Amplification via social media, LED billboard
3. Evaluation: 
  • 158,000 page views to-date
  • Average pages read per issue: 19
  • Interactive links clicked – 4,000
  • From press event, 263 online release pick-ups with potential audience of 210M
  • 98,000 total headline impressions
  • 70,000 Social media impressions
  • 7M views from digital LED billboard
4. Budget: 

Total cost: $10,000 (includes in-house design, ad printing & installation costs, staff time)