Rockstar launches a series of GTA VI themed marketing initiatives, transforming Miami into a vibrant and surreal version of Vice City. The operation, comparable to the massive advertising investments of Halo 3, sees the city become the hub of the promotion of the new game. The inspiration for Vice City is palpable everywhere: an innovative weather system faithfully replicates the climate changes of Florida, while fans can already taste the culinary offerings of Leonida thanks to the opening of Burger Shot and Cluckin' Bell within the Kaseya Center. The presence of the Miami Heat, the local NBA team, has been transformed into a bold marketing strategy: the team will be renamed Vice City in view of the launch of the game, set for November 19, just a day before the official release date. The city is full of distinctive elements GTA: supercare, law enforcement cars and taxis advertise invented brands, radiofactions and clubs. The exclusive supercar models, such as Lamborghini with livery Vice Beach Police and the iconic Coquette, complete the scene. Each vehicle is equipped with custom plates that recall the world of GTA VI. Not everyone is excited: Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez issued a statement expressing concerns about city representation, stressing the need to promote the actual Miami-Dade County rather than an altered version focused on crime and violence. The final sentence reiterates: “Miami-Dade County is not Vice City. ” Despite the criticism, the success of Rockstar’s initiatives is undeniable, with a myriad of stunts who captured the attention of the online audience. The level of commitment and creativity demonstrated by the manufacturer makes this one of the most ambitious advertising investments in the recent videoludic panorama, in which the protagonists Jason Duval and Lucia Caminos are already at the centre of attention.
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