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For Fontainebleau, A New Focus on Family

May 7, 2009 By: Michael Browne


When it reopened after an extensive renovation last November, the Fontainebleau Miami Beach was portraying itself as the hot, trendy place to be in South Florida. In fact, its grand reopening featured a Victoria’s Secret lingerie fashion show centered around supermodel Heidi Klum.

Times have changed since last fall, and the Fontainebleau has had a change of heart—and marketing strategy. According to the Miami Herald, the Fontainebleau is looking to tone down that sultry image and pursue family vacationers.

Six months after that grand opening weekend, the resort hopes “Live with Regis and Kelly” will give the resort more wholesome appeal. The show has been airing from the Fontainebleau this week, celebrating a Mother's Day theme.

When the hotel opened November 14, the marketing strategy ''was to play hot and sexy,'' Howard Karawan, chief operating officer of Fontainebleau Resorts, told the Herald. “Coming out of the winter, we knew that wasn't going to work. We had to go for family.''

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Cabanas for the kids? The Fontainebleau is changing its image




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