GTA VI Marketing Takes over Miami as "Welcome to Vice City" Sign Goes up at Kaseya Center
Rockstar Games paid nearly $1 million for the rooftop promotion, which can stay up for a year or until the Miami Heat’s final home game in 2027.
- On Tuesday, Rockstar Games installed a massive "Welcome to Vice City" sign on the Kaseya Center roof in Downtown Miami, using a helicopter to hoist the pink letters for the Grand Theft Auto 6 promotion.
- Rockstar reportedly spent nearly $1 million to secure the promotional agreement, with Miami-Dade expecting to collect $975,000 from the deal allowing banners atop the Miami Heat arena.
- Miami officials previously debated the campaign, citing the game's violent themes, but ultimately approved the permits; Commissioner Christine King noted revenue would fund an Overtown trail while Miami Beach declined similar opportunities.
- Documents reviewed by IGN indicate the sign will remain until April 11, 2027, offering travelers arriving at Miami International Airport a distinct bird's-eye view of the promotion.
- Additional marketing material is expected to appear throughout South Florida in the coming weeks, building anticipation for the November 19 release of Grand Theft Auto 6 on Xbox Series and PS5.
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Miami is slowly turning into Vice City in the real world. Rockstar Games has started with the marketing campaign for Grand Theft Auto 6 and has installed a giant poster at the top of the Kaseya Center in Miami with the message "Welcome to Vice City". Read more
The first signs of the long-awaited release of Grand Theft Auto VI (GTA VI) have already begun to appear in Miami, as the city gradually gets into the rhythm of… Vice City. A giant “Welcome to Vice City” message was placed on the roof of the Kaseya Center, home of the Miami Heat, drawing attention from above and signaling the start of a major advertising campaign for the new Rockstar Games game. On Tuesday afternoon, a CBS News Miami helicopter …
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