February 26, 2008

New Orlando Campaign Scores High Marks from Moms

ORLANDO, Fla. – The 2007 results of the domestic tracking study for the new Orlando advertising campaign indicate the commercials are very likeable, have high awareness and recall and are boosting intent to travel to the Orlando area. The Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) engaged Synovate, an independent, global market research firm to measure the campaign recognition and recall, influence of the campaign on planning a visit to the destination, and overall perceptions of destination attributes.

The tracking study is one of three formal levels of measurement for the new advertising campaign generated by the Orlando CVB. Additional measurements include unique visitors and home page views on the orlandoinfo.com Web site, which are up 30 percent and 17 percent respectively and the Return on Investment Study that will be completed in fall 2008 for the 2007 travel season.

Consumers Rating of the Ads

The television advertising consisted of two on air flights during 2007 running from January to May and October to November. The commercials have scored well, with a strong trend of increasing recognition of the two ads dubbed "mom" and "dad." Based on weekly averages, study data show an increase in advertising recall (or recognition) among the family target of 52 percent during the first on air flight (January to May) to 59 percent during the second on air flight (October to November). Both of the ads are well liked with 87 percent of the target indicating they like the ads or like them very much during the first flight with an increase to 90 percent during the second flight. The survey results show the campaign's strategy is on target and the commercials are creating the branding desired for Orlando. In fact, the majority of the target throughout 2007 (80 percent or higher) agreed that the advertising showed Orlando "has something for my whole family," is "a destination where I can make lasting memories with my family," "is a good place for children" and "is fun for kids of all ages."

Campaign Influence on Desire and Intent

The campaign is also performing well in creating interest to visit, putting Orlando in the targets' consideration set at the onset of the vacation planning process and increasing intent to visit Orlando. Interest to visit during the next 12 months increased from 68 percent among the target during the pre-campaign baseline survey to 70 percent during the first on air flight in 2007 and 71 percent by the end of the second on air flight in 2007. Intent to visit during the next 12 months increased from 26 percent among the target during the pre-campaign baseline survey to 32 percent during both flights of the campaign.

Study Overview, Participants and Target Consumers

The study methodology includes weekly online surveys conducted among Synovate's U.S. Online Consumer Panel. Results reported are on a rolling four-week time period. The study includes two groups - target and U.S. general population. The target consists of female heads of household age 25-54 with kids age 3-17 living in the household and a $50,000-plus annual household income who have taken a vacation of four or more days within the past year or intend to in the next year and are the primary decision maker or share involvement in the decision making. General population includes consumers age 18-65 who have taken a vacation of four or more days within the past year or intend to in the next year and who are the primary decision maker or share involvement in the decision making. Florida residents are not included in the study. A baseline wave of the study was conducted to provide a read of key measurements prior to the launch of the advertising campaign.

About Synovate

With offices in 50 different countries across six continents, Synovate conducts market research through creative and innovative means in order to gather the facts and turn data into strategic business insights. www.synovate.com

About the Orlando/Orange County Convention & Visitors Bureau, Inc.

The Orlando CVB 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. orlandoinfo.com