Case Study
Making a 10-Mile Park a Signature Miami Destination
The Underline · Miami, Florida
Challenge
Friends of The Underline is the nonprofit behind the development, activation, and stewardship of The Underline: Miami's 10-mile linear park, urban trail, and living art destination beneath the Metrorail, connecting Brickell to Kendall through nature, art, wellness, and year-round programming. As phase two began under US1, the organization faced scrutiny from the local community and officials, and its internal marketer stepped aside, leaving a gap in the communications department.
The organization needed to communicate its mission while driving event attendance, delivering critical construction updates, and supporting fundraising among Miami-Dade residents, public officials, and sponsors.
Solution
INGAGE stepped in as a full-service PR and digital marketing partner, driving the program forward on three pillars: publicizing the support of public and private partners to strengthen the case for the growing partnership model, securing top-tier local and trade coverage to reach the right stakeholders, and standing ready to lead communications through critical periods such as budget cuts. The approach moved beyond explaining what The Underline is to showing what happens there and why each component of the park matters to the community.
Impact
INGAGE has positioned The Underline as the thought leader in urban trail development and public-private partnerships, generating 570 pieces of coverage with a combined audience reach of 1.4 billion to date. That visibility has built credibility with residents, officials, and sponsors alike, and events consistently draw strong turnout and press interest.
When The Underline's public funding came under threat, INGAGE's rapid-response campaign, pairing stakeholder testimonial videos with live sentiment monitoring before, during, and after commission meetings, helped secure a City of Miami Commission vote to reinstate funding. INGAGE also secured a Google nonprofit advertising grant on The Underline's behalf and manages its $10,000 monthly budget. Underpinning it all is a consistent key messaging framework that keeps the story coherent across every press hit, social post, and event.
