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SKG Didn’t Dabble. They Owned Miami.

  • Writer: Hugues Tsion Morcillo
    Hugues Tsion Morcillo
  • Sep 25
  • 3 min read

For nine (9) straight years, the Schiller Kessler Group (SKG) chose one strategy in Greater Miami: show up everywhere people move. 


Starting in 2016, we’ve helped SKG run transit ads across municipal and county parking facilities and the Metrorail system in Downtown, Miami Beach, Hialeah, and South Miami.


The plan was simple and tough to miss: when someone is hurt and needs help, SKG is the first name they see.


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The Challenge


Personal injury is crucial.


People make decisions at the scene, on the way to work, at a court hearing or right after a doctor visit.


SKG needed steady visibility in the exact places where those decisions happen: municipal parking garages, elevators, walkways, payment areas, Metrorail stations, and drive lanes.





The Strategy


We built a long-term, citywide footprint and kept the message direct:


  • Big headline: “INJURED?” / “¿HERIDO?”

  • A serious, trustworthy photo

  • A can’t-miss phone number: (305) 985-3000 or (888) SKG-HELP

  • Clear next steps: SKGHELP.com and SKGAYUDA.com

  • English and Spanish side by side so everyone gets it

  • And a bold color combo that makes the message pop


We placed creative where people pause, parking entries and exits, elevators, pay stations, and platforms—so there’s time to read, remember, and act.


We also used oversized wall units on garage ramps and high-visibility spots near courthouses and transit hubs to hit drivers and pedestrians from multiple angles.


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The Commitment


This wasn’t a quick test. It was a program:


  • The footprint grew from 90 placements to 145.

  • SKG signed an eight-year renewal to stay locked in.

  • Daily reach focused on lawyers, courthouse visitors, commuters, students, and shoppers—the real flow of Miami, every day.


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The Creative That Sticks


The design never tried to be cute. It stayed bold and repeatable:


  • High contrast colors so the word INJURED? jumps out from 20 feet away.

  • Huge phone numerals so you can dial without a second look.

  • Spanish creative with ¿HERIDO? for instant recognition across Miami’s bilingual audience.


This consistency turns a single impression into many. People park in the same garages and ride the same trains each week.


Seeing the same look, in the same places, builds trust. It also makes SKG the first name that pops into your head when you—or a friend—needs help.




Why It Works


Transit and municipal garage media capture people in decision moments. You’re pulling a ticket, waiting on an elevator, tapping a transit card, or walking to the platform. You have a few seconds. That’s when SKG appears, every time, in the same bold voice. The saturation creates unmissable frequency that most billboards can’t match at the neighborhood level.


  • Right place, right moment. Garages and stations mean dwell time. People notice, read, and take action.

  • Repeat exposure. Commuters, courthouse visitors, students, shoppers, many of the same people pass the same units daily.

  • Bilingual clarity. English and Spanish versions reach Miami’s diverse audience without confusion.

  • Consistency over years. The look stays the same, so recall gets stronger.



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Nine Years In: What It Looks Like


Walk through a courthouse garage:


  • SKG at the pay station,

  • SKG by the elevator,

  • SKG on the exit ramp.

  • Ride Metrorail: SKG by the ticket machines and the platform. Head to Miami Beach or Hialeah to shop or work: SKG again.


The result is simple—top-of-mind all over the county.



What the client says


“I have been dealing with Hugues Morcillo and City Media for several years… very professional and transparent. What he offered and promised, we actually got, and the response to these ads has been solid. The exposure convinced us to expand our contract and purchase several other areas… We have gotten many positive responses from clients and the public in general. I would recommend Hugues and City Media to other people, and will continue to advertise with him as long as the ads are working.”— Marc Schiller, Attorney at Law, Manager, The Schiller Kessler Group



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Thinking About Citywide Visibility?


If you want to own your category the way SKG owns injury in Miami, we can help. City Media Advertising builds long-term footprints in municipal garages and transit systems so your brand shows up where people actually are—over and over, every day.


Ready to plan your takeover? Let’s map the key garages and stations, lock the best units, and launch clean creative that gets calls.

 
 
 
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