Miami-Dade sets a $3.9 million GTA 6 marketing package
The county's $3.9 million package with Rockstar plans themed lighting at Miami's airport and PortMiami. It includes the $975,000 Welcome to Vice City sign.
Miami-Dade County Mayor Daniella Levine Cava announced a GTA 6 marketing and advertising package valued at $3.9 million on October 28, the county's press release says. It combines an agreement between the county and Rockstar Games with separate advertising purchases through media companies that manage space at Miami International Airport and across the county's transportation system. The release quotes no one from Rockstar.
The total includes the earlier $975,000 arrangement behind the Welcome to Vice City display on the county-owned Kaseya Center. The county says it has allocated those funds toward a public park at Dan Paul Plaza, behind the arena, a project WLRN reports has been stalled for more than 30 years.
The installations the county names are themed lighting at the airport and PortMiami, promotional displays on the walkways between airport parking garages and terminals, and decorative wraps on selected traffic signal cabinets. Rockstar covers the cost of installing, maintaining and removing the advertising, and the designs remain subject to county approval and content guidelines. The release gives no installation dates.
"These agreements allow us to turn that excitement into additional revenue for our community," Levine Cava said in the release. WLRN reported on October 29 that Sheriff Rosie Cordero-Stutz and Commissioner J.C. Bermudez have criticized her embrace of the game, and that several commissioners raised concerns because her administration moved ahead without a vote of the full commission.
GTA Intel, citing Fortune, reported that a county pitch deck dated June 29 proposed a Vice City Airport arrival experience at Miami International. The October 28 release lists no renaming of the airport.
The county says the cities of Miami and Miami Beach have completed arrangements of their own, including temporary banners in Downtown Miami and advertising on beach concession equipment. Those sit alongside the street branding and the Miami Heat's Vice City night on November 18. GTA 6, set in Vice City in the fictional state of Leonida, launches November 19 on PS5 and Xbox Series X and S.