September 12, 2007

Orlando Launches Largest-Ever UK Ad Campaign

Multi Million Dollar Effort Reinforces Destination's Unparalleled Holiday Offerings

ORLANDO, Fla. - Orlando Tourism Bureau officials today announced the launch of the destination's largest-ever advertising effort in the UK featuring a first-ever Fall campaign initiative. The campaign portrays the great variety of Orlando's unique and powerful family vacation experiences over competing options and is supported by a three-fold increase in advertising support by the destination including high-profile national broadcast and satellite television placements.

"UK consumers told us they long to escape the demands of everyday life while on holiday and that they look for destinations that provide a wide-variety of activities for everyone to enjoy, leaving them rested and rejuvenated when they return home," said Gary Sain, president and CEO of the Orlando Tourism Bureau. "The campaign is designed to evoke interest in exploring Orlando and discovering the unparalleled options holiday makers can't find anywhere else in the world."

The campaign kicks-off this weekend with two million inserts in The News of the World and The Mirror on 15 and 16 September followed by an additional two million inserts scheduled for January 2008.

The broadcast portion of the campaign begins airing 17 September for a four-week run in high-profile programming appealing to households both with and without children. Networks will include: Channel 4; Five; GMTV; Sky 1, Sky 2 and Sky 3; Discovery Home & Health; Sky Sports; Animal Planet; Sci-Fi; Horror; Reality; UK Gold; UK Style; UK Food; Living and Living 2; UK People; Challenge; Paramount and Paramount 2; ITV2; and ABC. Broadcast advertising will again be repeated in January for an additional four-week run. Throughout the remainder of 2007 and for all of 2008 the campaign will also be supported through the purchasing of key words on major search engines, consumer promotions and publicity efforts.

The campaign also debuts a new look for the Orlando logo, incorporating a more contemporary design and color palette. Broadcast, print and online efforts direct consumers to a newly designed Orlando Tourism Bureau Web site at orlandoinfo.com/uk or to call 0800 018 6790 to request a holiday planning pack and additional information.

The campaign was developed following a comprehensive research study conducted and released earlier this year by the Orlando Tourism Bureau that determined Orlando needed to be more aggressive with its marketing approach to stay competitive. Research also identified that Orlando remains a leading destination in the minds of UK holiday makers, and there is great opportunity for the destination to capitalize on this market potential.

The Orlando Tourism Bureau is the official sales and marketing organization for the Orlando area responsible for generating brand awareness, increasing leisure travel and booking conventions and meetings.