Plaza Coral Gables: Driving 3 Million Annual Visitors
Driving 3 million annual visitors to The Plaza Coral Gables through integrated marketing, SEO, events, influencer campaigns, and OTT advertising.
Objective
Position The Plaza Coral Gables as a year-round destination for both locals and visitors by elevating brand awareness, increasing foot traffic, and enhancing tenant visibility — all while supporting the city's broader tourism and economic development goals.
Strategy & Execution
SEO-Driven Visitor Acquisition
We launched a content-focused SEO campaign targeting high-volume, intent-rich queries while also monitoring local competitor keywords to maintain search dominance. This strategy consistently drove organic traffic to event pages and tenant listings.
- "Things to do in Coral Gables"
- "Coral Gables events this weekend"
- "Best attractions in Miami"
Strategic Event Programming
To position The Plaza Coral Gables as a vibrant community hub, we launched and promoted a blend of events and ongoing activations, including quarterly events in partnership with global brands curated for diverse age groups and demographics; recurring community programs like "Celosa Thursdays," "Wellness Saturdays," and "Jazz Night Fridays" to encourage local engagement; and private high-profile gatherings such as the Mayor's Ball, corporate conferences, and wine tasting events — all reinforcing the Plaza's prestige and appeal.
Influencer & Tenant Campaigns
We activated influencer campaigns for tenants to amplify their visibility on social media and build direct audience engagement. Additionally, we collaborated with local businesses to host pop-ups, increasing foot traffic and tapping into new audiences.
Visual Storytelling & Placemaking
Heyday pushed a compelling visual experience on-site by sharing photo ops and public art displays, including museum-worthy pieces like 'Waiting' by KAWS sculptures. These installations drove social shares and positioned the Plaza as a cultural destination.
Paid Media & Public Relations Integration
We featured tenants and events in local magazines, extending their reach through multi-channel distribution, and executed a highly targeted OTT campaign that showcased lifestyle experiences, art installations, and the Plaza's unique tenant mix to segmented viewer groups.
Results
- Over 3 million annual visitors driven through a combination of media, search, and experiential marketing.
- Significant increase in local search visibility and sustained organic traffic growth.
- Strong tenant performance and elevated brand recognition across South Florida.
Frequently Asked Questions
Heyday built an integrated marketing system combining SEO-driven content targeting high-intent local search queries, strategic event programming, influencer campaigns, OTT advertising, and public relations. This multi-channel approach positioned The Plaza as a year-round destination for both Miami locals and visitors, compounding traffic growth over time.
Our team launched a content-focused SEO campaign targeting high-volume, intent-rich queries around dining, shopping, and events in Coral Gables. We monitored local competitors and built a content calendar aligned with seasonal searches, which drove sustained organic visibility and resulted in local search dominance for the destination.
Heyday activated influencer campaigns for multiple Plaza tenants, amplifying their individual audiences while building collective destination awareness. Influencers created authentic content around dining, retail, and events at The Plaza — reaching Miami lifestyle audiences who converted into repeat visitors and customers.
Heyday conceptualized and promoted a blend of community events and ongoing activations — from gallery openings and F1 race viewing parties to seasonal markets and lifestyle programming. These events built community identity around The Plaza and generated significant earned media and social content amplification.
Heyday provided a full-service marketing partnership including SEO, social media management, paid media (including OTT/CTV advertising), public relations, influencer marketing, event production, and tenant marketing programs — creating a unified brand strategy across all channels.
