December 11, 2008

Orlando CVB Reveals 2009 Marketing Campaign

“Orlando Makes Me Smile” Campaign Focuses on Memorable Moments in Orlando

ORLANDO, Fla. — The Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) unveiled “Orlando Makes Me Smile,” a new marketing campaign designed to encourage the memorable moments in Orlando that lead to deepened relationships for all who visit the destination.

Research commissioned by the Orlando CVB showed the need to create an overall positioning for Orlando that focuses on the personal connections and emotions resulting from the destination’s distinct offerings. “Orlando Makes Me Smile” is a campaign that is all about the fostering of these relationships and the joyful experiences that can be found in Orlando. The popular destination’s many attractions and entertainment options bring about the most endearing and universal sign of happiness, the smile, which is the focal point of the campaign. From the first moment of planning an Orlando vacation to the lasting memories that follow, visitors are brought closer to one another.

“In these tough economic times, finding ways to smile and connect with family takes on greater importance,” said Gary Sain, president and chief executive officer of the Orlando CVB. “The Orlando vacation experience with its world-class attractions, variety of hotels and resorts, dining, shopping and entertainment is virtually synonymous with lifelong smile memories and that’s the emotional connection we are emphasizing with this campaign.”

The Orlando CVB will give visitors even more reasons to smile with the advent of the “Bundles of Free Smiles” component of the campaign, offering hundreds of destination-wide free offers to visitors from free hotel night stays to kids eat free, free special events and more. As part of the promotion, an Orlando Smile Card can be downloaded from the campaign’s dedicated online splash page, providing visitors access to all of the free offers. The dedicated splash page, a
micro site of VisitOrlando.com, will also feature content to assist visitors in planning an affordable vacation including information on free and inexpensive activities, a searchable database of affordable places to stay and an events calendar that highlights events throughout Central Florida.

“Orlando Makes Me Smile” with its “Bundles of Free Smiles” promotion officially rolls out on one of the most joyous nights of the year, New Year’s Eve, when the campaign will be featured for thousands to see on a giant jumbotron screen at Boston’s infamous “First Night” celebratory event. The fully integrated plan will also feature co-op magazine, print and interactive online display advertisements, promotions, online marketing, publicity initiatives and cooperative partnerships. “Orlando Makes Me Smile” ads will run in popular magazines such as Better Homes and Gardens, Ladies Home Journal and Budget Travel beginning in April of 2009 to reach the campaign’s target consumer audience, women ages 25 – 54 living east of the Mississippi with a household income of over $75,000.

The new marketing campaign was developed by Push, an advertising, branding and design agency the Orlando CVB selected earlier this year, from a number of contenders, to handle its advertising creative.

“‘Orlando Makes Me Smile’ is about emotion and deepened relationships -- the precious time spent with family and friends, and the time spent enjoying yourself that makes you smile,” said John Ludwig, Push chief executive officer and founding partner. “We looked to the smile, the key symbol of happiness, as the representation of enjoying Orlando attractions and experiences with your loved ones.”

About the Orlando CVB
The Orlando CVB (orlandoinfo.com) is the official branding, sales and marketing organization for the Orlando area responsible for generating brand awareness, increasing leisure travel and booking conventions and meetings.

About Push
Push is a strategic and creative advertising, branding and design agency. Through a discipline-neutral approach, we converge to push brands to their full potential with integrated marketing solutions including advertising, brand consulting and development, design, interactive, media, public relations and promotions. To learn more about Push, visit www.pushhere.com.