The “Welcome to Vice City” sign on the Kaseya Center roof caught the attention of r/GTA6 in September. On October 28, Miami-Dade County put a figure on the wider campaign. It announced a $3.9 million advertising package tied to Grand Theft Auto VI’s November 19 launch.
Where the ads are planned
The county’s plans include themed lighting at Miami International Airport and PortMiami, displays on the walkways from airport parking garages to the terminals, and wraps on selected traffic signal cabinets. The proposed designs and installations still require county approval.
The cities of Miami and Miami Beach made separate arrangements. Those include temporary downtown banners in Miami and ads on beach concession equipment in Miami Beach.
What the $3.9 million covers
The package combines agreements with the county and ad purchases through companies that already manage airport and transportation advertising. The earlier $975,000 Kaseya Center arrangement is included in the total. Miami-Dade says it allocated that money to development of a public park at Dan Paul Plaza behind the arena.
Rockstar will cover installation, maintenance and removal for advertising under its county agreement. The county’s announcement describes the local arrangements and gives no figure for Rockstar’s worldwide campaign.
Sources & further reading
- Miami-Dade County — October 28 announcement
- CBS Miami — rooftop installation photo and coverage
- r/GTA6 — community discussion of the Kaseya Center sign
GTA VI and Rockstar Games are trademarks of their respective owners. ViceClub is an independent, unofficial fan project.