Generate buzz around the visit of the Miami Neuroscience Center at Larkin Hospital’s doctors into our target market. Position Miami Neuroscience Center at Larkin Hospital as the predominant center of reference for brain health for the Latin American market.
LINKS launched a multi-platform campaign throughout South Florida targeting the local population, tourists and tennis and running enthusiasts. The campaign was centered around key periods throughout year, such as ING Miami Marathon, the Sony Ericsson Open, the Mercedes Benz Corporate Run, the summer period when most Latin American tourists travel to Miami, and Black Friday/the Holidays. We reached the local population through a combination of local lifestyle publications, email blasts to key zip codes, movie theater advertising, bus wraps, and highly-targeted television advertising. The transient tourist population was targeted through a branding effort that includes multi-lingual local tourist and Miami guides, a Miami Beach specific television channel present in many hotel rooms, and the bus wraps as well. Finally, the tennis and running enthusiasts were targeted through guerilla marketing efforts during key events, such as the Sony Ericsson open, the Miami Marathon, tennis camps, among others; this was done for the purpose of creating a database of potential clients and activating call-to-action specials.
Through a multi-platform, integrated advertising and marketing campaign, LINKS helped garner an increased awareness of Miami Neuroscience Center at Larkin Hospital throughout Latin America, both with direct consumers and medical professionals. The flash campaign also generated leads and meetings during the Doctors’ visits to our target markets during the campaign months.