It is a story of two city or really two reality reality TV shows on the topic of Spring Break marketing campaigns.
After the viral “breaking” of the last year with Spring Break video, Miami Beach doubled with another PSA with a Wangen-one 90-second parody “Spring Break Reality Check”, in which actors represent a friendship group of Spring Breakern that deviates from the drama of the strict rules, source blocks and $ 100 parking fees.
“I would return to Miami Beach … just not for the spring holidays,” says one actor.
But a few miles north in Fort Lauderdale is love in the air. Kind of.
“Fort Lauderdale, you sound like so much fun,” says a woman in the city of Fort Lauderdales “Love is blind” dating parody. “Sun. Parties. The best spring holidays of my life. I know that it was only about 40 seconds ago, but I think I'm in love.”
She speaks with an anthropomorphic orange surfboard with a blonde hair tuft who speaks on the Internet slong of Gen Alpha. “Everyone loves me. Beaches. Nightlife. I have the rizz, “says the Fort Lauderdale surfboard.
The two major goals of the spring holidays in South Florida present significantly different messages to Spring Breakers this year. While Miami Beach holds his big separation, Fort Lauderdale says that Spring Breakers are welcome as long as they act properly.
“Come for fun, but remember to play the rules,” says William Schultz, head of the Fort Lauderdale police, in the video. “Love may be blind, but we'll watch.”
While the two social media campaigns are thematically similar, a spokesman for Fort Lauderdale said that the city of the city was not inspired by Miami Beach. A carefree Tikok video posted by the Broward Sheriff's Office refers to the chaotic separation and offers some security tips.
“Miami broke up with you, but we are here. Don't let us regret it, ”says a MP in the video.
Officials in Fort Lauderdale say that it is not clear whether Spring Breakers, who had gone to Miami Beach, instead drive to Fort Lauderdale. Around 2,650,000 visitors will come to Fort Lauderdale to Fort Lauderdale in March, according to the Greater Fort Lauderdale Convention & Visitors Bureau, which the city received last year.
“Miami Beach still – I spoke there with my colleagues and cohorts – they still had a population in the high auditor. You will have it again this year, ”said Schultz last week at a press conference. “I am not quite sure whether we received some people who come to Fort Lauderdale because of their campaign.”
However, the dueling marketing campaigns underline the differences between the call sports of both cities as a Spring Break target. Fort Lauderdale is generally seen as a relatively relaxed Spring Break goal compared to South Beach. Miami Beach's decision to close the spring holidays came after several incidents by Stampedes, fighting and fatal shootings made headlines in recent years.
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In order to part with the spring holidays forever, Miami Beach used strict rules and restrictions for night owls who have exceeded this year. The city closes some parking garages and surface plots, a flat fee of $ 100 in other garages, double towing fees to $ 516 for non-registrations and sets up readers and DUI control points.
In comparison, the rules of Fort Lauderdale are not that hard.
Fort Lauderdale uses similar rules as in the past year, such as a ban on coolers, tents, electromates, increased music and alcohol on the beach and offers Spring Breakers some transport accommodations. The city encourages visitors to download the Ride Circuit app to ask a Micro -Mover to drive them from and from Las Olas and the beach for free. Parking on the Barrier Island costs 4 US dollars an hour.
“This is a great time in which Fort Lauderdale seems,” said Mayor Dean Trantalis at the conference. “Fort Lauderdale is of course known for his spring break, but it continues to represent a safe and entertaining place for children coming to enjoy the break from your studies and escape a little from your surroundings where it is maybe 20 degrees.”
Fort Lauderdal's separation with spring holidays
The competing Spring Break Marketing campaigns also illustrate how the roles for the two best Spring Break goals in Südflorida were reversed.
In the 1970s 80s, Fort Lauderdale had a reputation as a destination for the Rowdy Spring Break to train Miami Beach.
Fort Lauderdales origin as a spring holiday destination comes from the film “Where The Boys Are” from 1960, in which girls from the midwestern College girl go to Fort Lauderdale to search for spring break in search of romance. In the following decades, hordes of white college students flocked to strip, the section of the A1a between Las Olas and Sunrise Boulevards and stacked in motels. Chaos, Bikini competitions, public drunk, beach concerts, dance parties and street brawlings followed.
Spring Breakers Trashed Motelzimmer, which the business owners renovated so badly. Newspapers reported on College students who took part in their swim suits and in the swimsuits and the routes of the streets to listen to court. City officials had enough.
“We were overrun with children in the 80s,” said Ina Lee, President of Travelhost Fort Lauderdale. It was part of a task force to solve the problem of spring break.
At that time Fort Lauderdale had his own separation from the spring holidays. An aggressive PR campaign started, the College students warned that the police would enforce strict laws and make arrests. The new rules ruined the fun: no open alcohol containers (thanks to a law from 1985), no 10 people in motel rooms, no people under the age of 21, no more street parties.
It became known that Fort Lauderdale was not the free-for all it it was, said Lee.
The area fell into decline and it took decades to revive the beach of Fort Lauderdale into what it is today to revive a centuries of tourist destination with luxury hotels. Finally, the spring holidays to “The Spring Break Season” developed, said Lee, who begins in March and lasts until the summer.
So is Fort Lauderdale an indicator of the future of Miami Beach? Lee is not sure, especially since Fort Lauderdale's circumstances were very different in the 1980s.
Regardless of the fact that a quiet reputation takes a lot of time, effort and investments, she said. So Fort Lauderdale did it and it seems to have worked.
“The goal speaks for itself,” said Lee. “It has become a flourishing, year -round goal. We have a lot to offer. Spring vacation is only part of it. “
