August 27, 2008

Orlando CVB Unveils Marketing Programs for Fall 2008, into 2009

New Initiatives Designed for Domestic, International and Business Travelers

ORLANDO, Fla. – The Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) unveiled plans today to enhance its successful ongoing domestic value messaging; capitalize on favorable exchange rates with new and expanded international marketing programs; and leverage worldwide partnership opportunities to expand Orlando’s messaging reach as part of the organization’s efforts to drive visitation this Fall and through 2009.  

“Even in challenging economic times across the globe, there is a world of opportunity for Orlando to leverage its unique offerings to excite and engage leisure and business travelers around the world,” said Gary C. Sain, president and CEO of the Orlando CVB.  “We have developed focused efforts targeted to just these groups and to produce the maximum return on investment.” 

 Key areas of focus and activities this fall include:

Domestic Leisure  

Programs have been designed to maintain the destination’s value positioning to drive domestic visitation during this typically soft shoulder season. 

• The second annual Endless Summer campaign has launched with strong retail “Get One Free” offers backed by triple the marketing support to motivate fall travel to Orlando.  First-ever fall cable TV commercials in Florida and Atlanta markets, national and regional newspaper inserts and ads, online ads, and outdoor and mobile billboards in select markets will all support this messaging.  Publicity efforts will include on-air appearances in Atlanta, Jacksonville and Miami while promotional efforts with the Florida Marlins and Atlanta Braves will further expose consumers to the program offers.  Cooperative advertising programs with AirTran Airways, JetBlue, Southwest Airlines, Travelocity and Visit Florida will provide additional advertising exposure in key feeder markets such as New York, Chicago, Boston, Washington, Baltimore and Philadelphia.  A AAA Auto Club South program supports the Florida and Georgia drive markets. 
• A first-ever Orlando Hospitality Days program has also been developed inviting travel and tourism employees globally to take advantage of more than 120 offers to experience “what’s new” in Orlando this fall. 
• Diversity marketing efforts round out the activities with promotional activity during the popular Tom Joyner Family Reunion this Labor Day Weekend, as well as advertising in the Florida Hispanic market. 

International Leisure

With their favorable exchange rates and strong consumer knowledge of Orlando as a destination, the UK and Canada will enjoy expanded and enhanced marketing activity during the key fall booking time period. 

• The first-ever UK Roadshow, a high-energy, consumer-directed experiential event, launches in October in conjunction with Orlando’s theme parks and travels to locales with large family populations.  The tour will kick off with a multi-million dollar print, broadcast and online campaign reinforcing the relationship building power of Orlando’s unique attractions and amenities. 

• In Canada, national consumer promotions, radio promotions and a partnership with Canada’s largest online travel company, iTravel2000, will combine with a fall television and print advertising campaign to increase in-market consumer messaging.

• As part of a joint effort with SeaWorld Orlando, Universal Orlando Resort, Walt Disney World Resort, the Orlando CVB launches this week the “Say Yes to Orlando” campaign in Mexico with newspaper and magazine advertisements.

Meetings & Conventions

• Fall activities will continue to focus on the CVB’s new “creativity” campaign with enhanced site visit activities and experiences for meeting planners considering Orlando as a future host site.  In addition, outdoor and mobile billboards promoting Orlando’s new M&C marketing message, “Where Creative Minds Meet,” will be displayed in front of thousands of meeting planners at large fall tradeshows.

• An advertising program will include ads in the Wall Street Journal to reach key decision-makers and in influential trade magazines targeted against meeting planners.

• To further develop the lucrative medical meetings market, a Medical Summit will be held in mid-September to bring the region’s medical leaders together to develop a strategy and blueprint for capitalizing on the influx of new medical resources to further lure medical meetings and tourism.

Key areas of focus and activities for 2009 include:

Domestic Leisure

Marketing efforts will revolve around a branded campaign with continued strong value messaging in print and online media. National efforts will be complemented by expanded outreach to African-American and U.S. Hispanic markets, the continued development of partnerships and a more strategic focus on online and social media marketing.

International Leisure

With indications that international audiences represent new and strong opportunities to increase visitation, international markets will receive disproportionate marketing dollars with several programs being designed to capitalize on the potential in Canada, Mexico, Brazil, Germany and Ireland.   Highlights include:

• A first quarter marketing campaign in the UK
• A new consumer public relations agency and trade office in Canada
• A $1 million co-operative advertising campaign with Orlando’s theme parks in Brazil
• New consumer public relations agencies in Mexico and Brazil
• New on-line travel agent training programs in Mexico and Brazil, mirroring the successful U.K.  program

Meetings & Conventions

Continuing efforts behind the new creativity campaign domestically, the Orlando CVB will expand their M&C programming with dedicated Meetings, Incentives, Congress and Expositions (MICE) efforts in four select international markets: Canada, U.K., Mexico and Brazil. Additionally, the Orlando CVB will expand its partnership with the Professional Convention Management Association, International Association of Expo Executives and Meeting Planners International.

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.