A Super Bowl every year.
The Miami Dolphins & Formula 1 had spent years laying the groundwork to bring the Miami Grand Prix to Hard Rock Stadium, an event that would generate revenues comparable to a Super Bowl, and would solidify South Florida as a major player in one of the world's most popular sports.
A recall in motion.
Community opposition in the neighborhoods surrounding the Hard Rock Stadium had begun to amplify. Concerns over noise, traffic, pollution, and other quality-of-life disruptions were fueling complaints to local decision makers and elected officials.
Furthermore, outside interests were fueling a political committee that had initiated a recall petition aimed at three local council members who had voted in support of the event.
The neighbors made the case.
MDW worked with our consulting partners at Floridian Partners to develop an educational campaign aimed at shifting public opinion in the community regarding the race.
We worked with Dolphins staff to capture testimonials of nearby minority-owned small business owners discussing the ample benefits that an event of this magnitude would provide for the local economy. These testimonials were packaged into a series of digital advertisements and email communications that were aimed at shifting public opinion in favor of the race.
We also developed an educational website that dispelled many of the misconceptions about the event, and highlighted the extensive measures that both the Dolphins and the City of Miami Gardens were taking to reduce noise, traffic, and congestion.
