Last year Miami had a record breaking number of overnight guests with an estimated 14.2 million visitors. And the Greater Miami Convention and Visitors Bureau wants to keep future guests in the city longer and encourage them to penetrate the city deeper.

“More nights in the destination fuels economic impact and further promotes job growth in the hospitality sector," William Talbert III, president and CEO of the GMCVB, said in a statement. “We want to encourage future visitors to extend their stay and visit our local, heritage-rich neighborhoods.”

And so they’ve launched a unique campaign to do just that. “It's So Miami: People & Places” aims to promote Miami by using the people that know it best — residents and locals.

"We want to promote the rich, cultural heritage of Miami's neighborhoods to our visitors while encouraging local tourism,” said Carole Ann Taylor, chair of the GMCVB heritage committee. “And what better way to do this than through the eyes of local insiders?"

The campaign seeks to engage and encourage Miami residents to rediscover their roots, seeking out the city’s hidden gems through exploration of Miami's rich culturally diverse neighborhoods. The campaign will feature an online contest on the GMCVB Facebook page and on the campaign’s official website (SoMiamiInsider.com). The website asks residents to create an “insider’s guide” to the city with at least three must-do or three must-see tips in their favorite neighborhoods.

“The new campaign gives Miami residents the opportunity to rediscover their city while allowing potential visitors to learn about the cultural diversity of our destination and arm them with information that will enrich their experience while visiting Miami and The Beaches,” Taylor added.

A grand prize of a $1,000 will be awarded to the best and most unique local recommendation, as well as 90 $50 gift cards will be given out for selected neighborhood tips.

Out-of-towners will be able to read about the Miami experience by those who know the city best, being equipped with vast knowledge of the city's history and landscape via the campaign’s online content, community newspapers and a social media component that will allow locals to vote on their favorite spots in Greater Miami.

The first series of virtual content will feature various heritage neighborhoods such as Little Havana, Little Haiti and Coconut Grove with informative videos for users to capture the city’s essence.

Visit SoMiamiInsider.com for more information.