GTA 6 Marketing Transforms Miami into Vice City Despite Official Pushback
Rockstar Games is turning Miami into a real-world billboard for Grand Theft Auto VI, but not all local leaders are on board. According to a report from IGN, the campaign has sparked friction with some city officials who are trying to block further expansion.
The marketing onslaught includes a nearly $1 million neon "Welcome to Vice City" sign atop the Kaseya Center, home of the Miami Heat. That arena will host an NBA game on November 18 with a Vice City-themed court and special jerseys, branded as a "night in Vice City."
Over the weekend, ads for the game appeared on the jumbotron at Hard Rock Stadium during the Miami Dolphins game, complete with a touchdown animation referencing the game. A Goodyear blimp with Vice City branding has also been spotted flying from Ohio, speculated to be heading for Florida.
Despite the spectacle, some officials, including one referred to as Garcia, are reportedly working to stop deals that would place ads in Miami International Airport and enable a $4 million overhaul of Miami Beach. A local journalist cited an unnamed official who doubts these plans will be finalized in time.
Rockstar's campaign has also included public art installations, with murals featuring the Vice City name appearing on city walls.
