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Rockstar Games is taking over Miami Beach.
Earlier this month, reports said Rockstar Games is paying the city millions of dollars to promote Grand Theft Auto ahead of the game’s November 19 launch.
City of Miami Beach has approved the GTA 6 marketing deal:
– Costs Rockstar $3M, but the city will try to negotiate for more
– It will be advertised “discreetly” through Boucher Brothers on chairs and umbrellas, featuring “VI” or “Vice City” without mentioning “Grand Theft Auto”
– It won’t be placed on city property, such as lifeguard stands or other iconic public spaces
– It won’t be advertised at Art Basel, which takes place in December
– The campaign will run from October 15 through the end of the yearFunnily enough, Rockstar actually made a parody of Boucher Brothers in the game and it’s called “Sol Sisters”
(Source: https://t.co/NEe7bj9EXx)
— GTA 6 Countdown ⏳ (@GTAVI_Countdown) September 11, 2026
This week, Miamians noticed an uptick in ads around the city, including a Vice City blimp hovering over the beach.
Keshad Johnson posted a video of a “Vice City” blimp flying over the Kaseya Center today👀
Rockstar and Miami have been doing tons of advertising ahead of GTA 6 release in less than a month. https://t.co/W7WaN8K7C8
— The HEAT Realm (@WadexFlash) October 21, 2026
Fictional Vice City ads have also popped up across the city.
New GTA 6 advertisements spotted in Miami, including parodies of Ferrari and Gucci, a Kardashian-style TV drama, and a fictional gym.
(via: @TetlowPier86866) https://t.co/oKYuvsBLYv
— GTA 6 Updates (@gtasix_) October 20, 2026
All the GTA 6 ads I saw on a kiosk in Wynwood (Miami). These shuffled between real ads 😂 https://t.co/l46q91OHRZ
— Joel Franco (@OfficialJoelF) October 19, 2026
On Tuesday night, a fleet of exotic cars was seen on Ocean Drive for a rumored GTA 6 promotional shoot.
Rockstar Games is filming new GTA 6 promotional footage on Ocean Drive in Miami. https://t.co/9VfzUMgTGX
— GTA 6 Info (@GTASixInfo) October 21, 2026
Rockstar is now marketing GTA 6 with real-life versions of multiple cars from the game in Miami such as the Cheetah, Albany Manana, Buccaneer, Tempesta, Emerus and Coquette D10. https://t.co/8c1tqv2WgI
— GTA 6 Countdown ⏳ (@GTAVI_Countdown) October 16, 2026
It seems Rockstar Games is going all out with its marketing around the city.
New GTA 6 marketing spotted in Miami:
– Themed Metrorail pillars
– Burger Shot ad
– Vice City sign in Wynwood(via TK/Pierce Tetlow & Benji RR) https://t.co/W1cWv5U3rU
— GTA 6 Countdown ⏳ (@GTAVI_Countdown) October 19, 2026