Miami Beach has officially greenlit a $3 million marketing initiative for Grand Theft Auto 6, transforming parts of the city into an in-universe representation of Vice City. The decision passed with a narrow 4-3 vote among city commissioners.
The campaign will involve the hospitality firm Boucher Brothers, which has previously been featured in Grand Theft Auto 6 marketing materials. The advertisements will be "discreetly" placed on elements such as beach chairs and umbrellas, rather than in prominent public spaces or on city property. Commissioner Laura Dominguez stated that the campaign will not be "in-your-face," a sentiment echoed by Commissioner Tanya K. Bhatt.
This marketing push is set to run from October 15 through December 31. The approval comes after a broader pitch from Miami-Dade county officials that suggested other GTA 6-themed advertising, including baggage claim areas and artwork. The county's proposal faced pushback from Sheriff Rosie Cordero-Stutz, who, along with Commissioner David Suarez, raised concerns about the game's violent and criminal subject matter.
Suarez argued that the city should not endorse a game that depicts activities like drug dealing, robbery, and murder, especially considering the efforts of Miami police to combat such crimes. He expressed concern that associating Miami Beach with Grand Theft Auto would undermine the city's efforts to move away from an image of "chaos and lawlessness."
Conversely, proponents of the deal, like Commissioner Joseph Magazine, downplayed fears of negative public perception or offense to law enforcement. Magazine suggested that the revenue generated from the marketing campaign could fund much-needed local projects, such as renovations for Florida's Flamingo Park Memorial Football Field.
Commissioner Monica Matteo-Salinas, identifying as a gamer, asserted that exposure to the game or its branding would not incite criminal behavior. She emphasized that the campaign would not involve any real-world simulations of the game's content.
Grand Theft Auto 6 is scheduled to launch digitally for PlayStation 5 and Xbox Series X on November 19. The game is set in the fictional state of Leonida, based on Florida, and will prominently feature Vice City, the series' take on Miami.