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Global Reach, Local Voice:
Crafting Multilingual Campaign for Broward County

Case Study: Broward County OESBD

Background

The Florida International Trade and Cultural Expo (FITCE) is Broward County’s flagship global business event, celebrating trade, culture, and collaboration. The 10th Anniversary of FITCE, held October 22–23, 2025, brought together entrepreneurs, executives, and decision-makers from more than 70 countries. Hosted by the Broward County Office of Economic and Small Business Development (OESBD), the event aimed to strengthen international partnerships, increase foreign investment opportunities, and highlight Broward County as a global hub for commerce and culture.

Challenge

OESBD sought to increase awareness and attendance beyond the 2,000 participants achieved in 2024 by reaching multicultural audiences across South Florida and the Caribbean. The campaign needed to be multilingual, culturally inclusive, and executed across multiple platforms within a limited government budget.

Managing creative for a government-led initiative meant navigating a multi-layered approval process involving several stakeholders. Each round of feedback offered new perspectives and alignment opportunities. Our team stayed agile, balancing creativity with compliance, to deliver multilingual assets that resonated across communities while meeting every County communication requirement.

Solution

YKMD designed and executed a comprehensive multicultural marketing campaign built around FITCE’s 10th Anniversary theme. The creative strategy combined multilingual storytelling, data-driven targeting, and cross-platform design to ensure consistency across radio, digital, and video.

Key Components:

  • Multilingual Radio Campaign: Produced 30-second radio commercials in English, Spanish, and Haitian Creole featuring inclusive language and calls to action for event registration.

  • Social Media Advertising: Designed social-first creative optimized for Meta Ads to drive awareness and registration across South Florida, Latin America, and the Caribbean diaspora.

  • Video Collateral for TV and Streaming: Developed high-energy, multilingual video spots that captured the excitement of FITCE, featuring Broward County officials, local business owners, and vibrant cultural imagery. Although television ads were not ultimately placed, the completed creative assets remain available for future County campaigns.

  • Campaign Reporting and Analytics: Delivered pre-campaign and post-campaign reports detailing impressions, reach, engagement, and cost efficiency to inform future marketing efforts.

Execution

The campaign was launched across radio, social media, and digital platforms from September through October 2025, following production and approval phases in August. Media placements included partnerships with iHeart Media and other regional radio outlets, while Meta Ads provided targeted digital engagement across English, Spanish, and Creole-speaking audiences.

Each asset reflected the 10th Anniversary milestone with visuals and messaging centered on “Connecting Your Business to the World.” The cohesive approach ensured that radio, digital, and video materials complemented one another and reinforced FITCE’s reputation as a leading international trade and cultural event.

FITCE TV Commercials

FITCE Radio Commercials

English

Spanish

Haitian Creole

Results

The campaign achieved measurable results across platforms, outperforming engagement benchmarks and maximizing value within the approved budget.

  • Impressions: 305,568

  • Reach: 179,854

  • Link Clicks: 27,594

  • Click-Through Rate (CTR): 9.03%

  • These results demonstrate the effectiveness of the multilingual approach and confirm that the campaign successfully reached diverse business communities at an exceptionally efficient cost.

 

Impact

The FITCE 2025 campaign strengthened awareness of Broward County’s economic development efforts and expanded participation among multicultural audiences. Through authentic storytelling and data-backed optimization, YKMD helped position FITCE as both a global business exchange and a vibrant cultural celebration. The County now has a library of creative assets ready for future use, ensuring continued value from the 2025 investment.

Key Takeaways

  • Multilingual creative strategies can dramatically expand reach within limited budgets.

  • Collaboration with multiple stakeholders requires flexibility and clear communication.

  • Investing in versatile creative assets (video, radio, and digital) provides long-term marketing value.

  • YKMD’s culturally responsive approach bridges government communication requirements with creative impact.

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