Plaza Coral Gables: Driving 3 Million Annual Visitors
Driving 3 million annual visitors to The Plaza Coral Gables through integrated marketing, SEO, events, influencer campaigns, and OTT advertising.
Objective
Position The Plaza Coral Gables as a year-round destination for both locals and visitors by elevating brand awareness, increasing foot traffic, and enhancing tenant visibility — all while supporting the city's broader tourism and economic development goals.
Strategy & Execution
SEO-Driven Visitor Acquisition
We launched a content-focused SEO campaign targeting high-volume, intent-rich queries while also monitoring local competitor keywords to maintain search dominance. This strategy consistently drove organic traffic to event pages and tenant listings.
- "Things to do in Coral Gables"
- "Coral Gables events this weekend"
- "Best attractions in Miami"
Strategic Event Programming
To position The Plaza Coral Gables as a vibrant community hub, we launched and promoted a blend of events and ongoing activations, including quarterly events in partnership with global brands curated for diverse age groups and demographics; recurring community programs like "Celosa Thursdays," "Wellness Saturdays," and "Jazz Night Fridays" to encourage local engagement; and private high-profile gatherings such as the Mayor's Ball, corporate conferences, and wine tasting events — all reinforcing the Plaza's prestige and appeal.
Influencer & Tenant Campaigns
We activated influencer campaigns for tenants to amplify their visibility on social media and build direct audience engagement. Additionally, we collaborated with local businesses to host pop-ups, increasing foot traffic and tapping into new audiences.
Visual Storytelling & Placemaking
Heyday pushed a compelling visual experience on-site by sharing photo ops and public art displays, including museum-worthy pieces like 'Waiting' by KAWS sculptures. These installations drove social shares and positioned the Plaza as a cultural destination.
Paid Media & Public Relations Integration
We featured tenants and events in local magazines, extending their reach through multi-channel distribution, and executed a highly targeted OTT campaign that showcased lifestyle experiences, art installations, and the Plaza's unique tenant mix to segmented viewer groups.
Results
- Over 3 million annual visitors driven through a combination of media, search, and experiential marketing.
- Significant increase in local search visibility and sustained organic traffic growth.
- Strong tenant performance and elevated brand recognition across South Florida.