Miami-Dade County officials are reviewing a proposal from Rockstar Games to transform major local landmarks into a real-world “Vice City” marketing campaign ahead of the launch of Grand Theft Auto VI. According to a proposal submitted to the government, the planned makeover encompasses Miami International Airport, PortMiami, and local transit stations.
Rockstar Proposal Targets Miami Landmarks
Rockstar Games submitted a presentation to Miami-Dade County officials on June 29, 2026, according to a report by The Miamian cited by Beebom. The document outlines extensive branding plans across government-owned facilities that mirror locations featured in the upcoming game.
The proposed airport changes involve aircraft wrapped in distinctive purple branding, custom baggage claim carousels, column wraps, themed luggage carts, limited-edition luggage tags, and coordinated signage. Additional elements target transit infrastructure, including Metrorail stations, public parks like Tropical Park, beaches, and harbors.
County Officials Weigh Economic Benefits
Carlos Suarez, spokesperson for Miami-Dade Mayor Daniella Levine Cava, confirmed that county staff held discussions with Rockstar Games regarding potential opportunities around the launch of Grand Theft Auto VI. Suarez noted that nothing has been formally agreed to or approved yet.
“Our staff held some conversations with Rockstar about potential opportunities around the launch of GTA VI,” Suarez said, as reported by Beebom. He added that any idea must undergo a standard review process while offering a unique chance to generate revenue and showcase the region to a global audience.
Citywide Event Activations Planned
Beyond airport branding, the pitch includes physical activations across public spaces. The documentation outlines plans for live DJs, food vendors, specialized vehicles, interactive photo opportunities, drone shows, and custom mural paintings. Even smaller municipal assets such as utility boxes and manhole covers could receive temporary thematic branding.
Did you know? Rockstar Games established a dedicated research team based in Miami to study the local infrastructure, culture, and atmosphere prior to designing the fictional setting of Grand Theft Auto VI.
Frequently Asked Questions
Has Miami-Dade County officially approved the Grand Theft Auto VI marketing plan?
No final agreements have been made. County officials confirmed that discussions took place, but any campaign must still clear formal review processes.
What specific locations are included in the proposal?
The proposal targets Miami International Airport, PortMiami, Metrorail stations, Tropical Park, and various public parks, beaches, and harbors throughout the county.
When is Grand Theft Auto VI scheduled for release?
Grand Theft Auto VI is scheduled for release on November 19, 2026.
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