
The collaboration kicks off with the launch of the 2025 Miami Spice campaign, themed Exhibition of Flavor
Republica Havas has been selected as a key creative and media partner for the Greater Miami Convention & Visitors Bureau (GMCVB). In this new role, the agency will collaborate on integrated campaigns designed to highlight Greater Miami’s rich cultural, culinary, and entertainment experiences.
As part of the partnership, Republica Havas will lead the creative strategy and execution for the GMCVB’s signature programs, including Miami Spice, Miami Spa Months, Museums & Attractions Months, Miami-Dade Farmers Month, and Miami Arts, Culture & Heritage Months. The agency will also develop seasonal campaigns for initiatives like Summer Destination and Music & Entertainment to further reinforce Miami’s reputation as a vibrant, year-round cultural hub.
“Greater Miami has countless incredible stories to tell, and we are honored to partner with the GMCVB to share them,” said Jorge A. Plasencia, Co-Founder, Chairman & CEO of Republica Havas. “We look forward to leveraging our creative expertise and deep community roots to create campaigns that celebrate Miami’s diverse neighborhoods, talent, and traditions.”
The collaboration kicks off with the launch of the 2025 Miami Spice campaign, themed “Exhibition of Flavor.” The campaign treats cuisine as fine art, transforming Miami Spice into a curated sensory experience—a gallery of culinary masterpieces conceptualized and created by participating restaurants and chefs.
“Republica Havas has long been a respected voice in Miami’s creative community,” said Gisela Marti, Senior Vice President of Tourism & Marketing at GMCVB. “Their profound local knowledge and cultural insight make them an ideal partner to amplify our signature programs. Together, we will continue to inspire both locals and visitors to discover the extraordinary experiences that define Greater Miami.”