Miami Beach Festival of the Arts
In 2005, North Beach Development Corporation, an independent group focused on the betterment of Miami Beach’s northern stretch, tapped Leftfield to develop the creative for a campaign promoting the annual Miami Beach Festival of the Arts. Posters, print ads, and the usual fare were produced. The festival was a success and Leftfield was tasked with the same in 2006 (normally, South Beach would host the event on even years, and would be responsible for their own marketing).
However, in 2006, Leftfield took a greater role in the campaign’s development and introduced TV as well as social media (Myspace at the time) as part of the integrated effort. The campaign was a success once again and Leftfield was asked to continue its efforts in 2007. Leftfield implemented a similar campaign as in 2006, this time with the added muscle of a poster unveiling event and VIP pre-launch party.
The result was increased attendance over the course of three consecutive years.
Unfortunately, funding for North Beach Development Corporation was exhausted by 2008 and the agency was dissolved. The Miami Beach Festival of the Arts once again returned to South Beach and would ultimately be discontinued in 2011.