Spend an afternoon on Miami Beach at the moment and the umbrella shading you could well be a Vice City one. Rockstar Games has set out Vice City-branded umbrellas and beach chairs along the sand, and people have also seen a promotional blimp flying over South Florida.
It’s all part of Rockstar’s campaign for Grand Theft Auto VI, which is due out on November 19, 2026. Ahead of release, the studio is dropping bits of its made-up city into the real place that inspired it. Since Vice City is based on Miami, Florida, the advertising this time looks like it was lifted straight off the game’s map.
Beyond the beach gear, there are murals, billboards and branded vehicles, along with ads for fictional businesses that exist in the game. The largest single item sits on the roof of the Kaseya Center, where the Miami Heat play: a big illuminated ‘Welcome to Vice City’ sign.
The cars steal the show
If you’ve lost hours scrolling through a garage menu, this part will land. Lookalikes of the Coquette, Cheetah, Tempesta, Emerus, Manana and Buccaneer have all been seen on Miami roads. A lineup that parks a Manana beside an Emerus is about as GTA as it gets.
Among them is a Lamborghini wearing Vice City Police livery. It’s safe to guess it’s there to be photographed and shared online, and that’s probably right.
Miami’s art scene is involved as well. Wynwood Walls has revealed 10 murals with artwork associated with GTA 6. The tie-in comes with free admission for Miami-Dade residents through 2028 and an official merchandise collection.
A pair of November events
On November 18, the night before release, the Miami Heat will host ‘A Night in Vice City’, complete with a special court, uniforms and merchandise. Rockstar is also sponsoring a free BAYO block party in Little Haiti on November 22.
Miami is getting the bulk of the attention, though it isn’t the only city involved. In Los Angeles, a large mural of protagonists Jason and Lucia covers a wall on Hollywood Boulevard. New York City has GTA 6 ads in Times Square and a large mural in Brooklyn. Branded sightseeing buses have appeared in both New York and Chicago.
The campaign stretches past the street, too. Rockstar has announced an official GTA VI album and revealed six in-game radio stations and their hosts. Magazines, merchandise and digital platforms are part of the rollout, and Rockstar has teamed with PlayStation to promote limited-edition DualSense controllers.
Those announcements come officially from Rockstar. The street-level sightings are things people have noticed around these cities, and the most obvious one remains on the Kaseya Center roof, where the ‘Welcome to Vice City’ sign glows above downtown Miami.