MIAMI, July 24, 2012 /PRNewswire/ --Simply put, Greater Miami and The Beaches is booming! Celebrating another banner year of record-breaking tourism figures with the highest percentage of international visitors than any other U.S. destination, Miami is no longer just a warm winter getaway but a year-round, full service destination. The Greater Miami Convention & Visitors Bureau (GMCVB) today unveils a new brand campaign to capture its evolution by announcing the "It's So Miami" program featuring a pop-up pool in New York City's Union Square for New Yorkers to get a taste of Miami right in Manhattan.

IT'S SO MIAMI Revealing a new tagline It's So Miami and eye-catching imagery showcasing contrasting visuals of iconic destination scenes juxtaposed with people taking advantage of cultural attractions, the new campaign captures the vibe and variety of everyday life in Greater Miami and The Beaches.

"Greater Miami and The Beaches is a global brand and because of programs like the pop-up pool in New York City and our It's So Miami campaign, we continue to infuse it with buzz and excitement that resonates even beyond the life of the project," said GMCVB President and CEO William D. Talbert, III, CDME. "The strength of Miami's image is evident when we travel internationally and see other brands using the destination to sell their product and in doing so, further promoting Miami as a tropical cosmopolitan destination. Miami is a strong and vibrant brand and the It's So Miami campaign captures that vitality. Additionally, with more U.S. visitors coming to Miami from the New York metro area than any other, it makes sense to launch our new campaign in the Big Apple by making a splash with our pop-up pool."

Jetsetters, Celebrity DJs and Prizesthe It's So Miami "Pop-up Pool"To capture Miami's iconic poolscapes set against its vibrant cosmopolitan cityscape, The Greater Miami Convention & Visitor Bureau brings its new brand (and a slice of Miami life) to New York City with its "Pop-up Pool." Located in Union Square, the pool has it all bikini-clad models dipping in the water while dancing to music spun by popular DJs including DJ Prostyle, DJ Italia 3 and DJ SELF. Let's not forget the chaise lounges, beach balls, Cuban coffee, cabana and fresh Cocofrio.

From noon to 6PM consumers can participate in any number of contests for prizes, including unbelievably enticing trips to Miami and The Beaches where winners will stay at some of the destination's hottest hotels and indulge in true It's So Miami moments while visiting the destination. Additional elements at the pool will include a fashion show featuring swimwear from Jantzen, a salsa dancing demo, on-site Miami Spa Month massages provided by The Ritz Carlton Key Biscayne, Miami, and a Cuban coffee tutorial featuring Caffe Sacco performed by Havana Central chef Stanley Licairac. Finally, to kick-off this year's Miami Spice, chef Alfred Portale, chef and owner of Gotham Steak at Fontainebleau Miami Beach will cook up a dish straight from his restaurant live from the pool and give New Yorkers a sneak preview of the Miami Spice program, the wildly anticipated summer celebration in which Greater Miami restaurants offer discounted three-course lunch and dinner menus throughout August and September.

Can't wait to get away to Miami?Those wanting to take advantage of all Greater Miami and The Beaches has to offer this summer can head to the GMCVB's dedicated website for the best summer offers http://www.ITSOMIAMI.com. Find amazing deals as well as content to enrich your It's So Miami moments while in the destination. Additionally, the GMCVB partnered with Jetsetter.com, the leading travel website providing members with hand-selected experiences to curate a sale of Miami's most stylish properties at prices up to 30 percent off. This three-day flash sale launches July 30, at 3pm and ends on August 1. Consumers stopping by the pool on July 31 can talk to Jetsetter's Miami experts andreceive an added value offer from Jetsetter. To peruse or book Jetsetter's It's So Miami sale, visit http://www.jetsetter.com/group/itsomiami. Consumers not already Jetsetter members can register by visiting http://www.jetsetter.com/register/promo/itsomiami. Membership is free.

Not in NYC?Visit Miami and The Beaches at Facebook.com/VisitMiami to check out photos of New Yorkers getting in on the fun at the pool all day on July 31. In addition, those on Twitter have the chance to score some It's So Miami moments themselves such as hotel stays and meals at premiere restaurants in the destination by following @MiamiandBeaches on Twitter and re-tweeting select tweets throughout the day on July 31.

For more information about Greater Miami and The Beaches and details on recommendations on where to stay, dine, spa, discover, explore, celebrate, propose and so much more, please visit http://www.ITSOMIAMI.com.

About The Greater Miami Convention & Visitors BureauThe Greater Miami Convention & Visitors Bureau (GMCVB) is an accredited not-for-profit sales and marketing organization whose mission is to attract visitors to Greater Miami and the Beaches for leisure, business and conventions. For a vacation guide visit our website at http://www.MiamiAndBeaches.com or call 1-888-76-Miami (US/Canada only) or 305-447-7777. To reach the GMCVB offices dial 305-539-3000. Meeting planners may call 1-800-933-8448 (US/Canada only) or 305-539-3071 or visit http://www.MiamiMeetings.com.

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It's So Miami...In Manhattan