Between restaurant takeovers, digital advertisements and beach umbrellas sporting Vice City logos, there’s no escaping the Grand Theft Auto VI hype when it drops this November.
Now, Miami-Dade Mayor Daniella Levine Cava has announced a $3.9 million marketing and advertising package with Rockstar Games that will essentially transform Miami International Airport and the county’s transportation system.
“With millions of people around the world waiting for this release, we have an opportunity to make sure Miami-Dade benefits from that attention,” Cava said in a statement. “These agreements allow us to turn that excitement into additional revenue for our community.”
A neon takeover
The campaign includes themed lighting at Miami International Airport and PortMiami, alongside promotional displays on pedestrian walkways connecting airport parking garages to the terminals and decorative wraps on selected traffic signal cabinets.
Rockstar has also secured advertising placements through two media companies that manage advertising space at MIA and the Department of Transportation and Public Works. The video game publisher will cover costs associated with producing, installing and removing the advertisements under the agreement, and all proposed designed will follow county content guidelines and receive official approval.
The $3.9 million package incorporates an earlier $975,000 arrangement for the Kaseya Center’s rooftop “Welcome to Vice City” display, which is being allocated to fund the long-awaited public park at Dan Paul Plaza behind the arena.
This announcement comes as the cities of Miami and Miami Beach get in on the GTA action with temporary promotional banners in downtown Miami and branded beach concession equipment.
