Rockstar Games is taking Grand Theft Auto VI beyond gaming screens with a growing marketing campaign that brings elements of Vice City to Miami. The promotions include themed beach furniture, branded vehicles, murals, billboards, and advertisements featuring fictional businesses from the upcoming game.
Miami, Florida, inspired Vice City, the fictional setting of GTA 6. Ahead of the game’s launch, Rockstar Games has ramped up its promotional activities across the city, letting fans spot elements of the game’s world in familiar public spaces.
Vice City-branded umbrellas and beach chairs have appeared across Miami Beach, while a promotional blimp has been spotted flying over South Florida. A large illuminated 'Welcome to Vice City' sign has also appeared atop the Kaseya Center, home of the Miami Heat.
The campaign extends to vehicles inspired by the game. Cars resembling the Coquette, Cheetah, Tempesta, Emerus, Manana and Buccaneer have been spotted around Miami, including a Lamborghini sporting Vice City Police branding.
Wynwood Walls has also unveiled ten murals featuring artwork associated with GTA 6. The partnership includes free admission for Miami-Dade residents through 2028 and an official merchandise collection.
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Rockstar’s marketing campaign extends beyond Miami. Los Angeles has received a large Hollywood Boulevard mural featuring protagonists Jason and Lucia. At the same time, New York City has seen GTA 6 advertisements in Times Square and a large mural in Brooklyn. Branded sightseeing buses have also appeared in New York and Chicago.
The campaign includes promotions through music, magazines, merchandise and digital platforms. Rockstar has announced an official GTA VI album, introduced six in-game radio stations and their hosts, and promoted limited-edition DualSense controllers with PlayStation.
The Miami Heat has announced ‘A Night in Vice City’ for November 18, featuring a special court, uniforms and merchandise. Rockstar is also sponsoring a free BAYO block party in Little Haiti on November 22.
With GTA 6 scheduled to launch on November 19, 2026, the campaign is building anticipation by bringing elements of its fictional setting into the real world. The promotions also demonstrate how Rockstar is using Miami’s connection to Vice City to engage fans ahead of the game’s release.