March 27, 2008

Orlando/Orange County Convention & Visitors Bureau, Inc.

2008 Meetings and Conventions Branding Campaign

Fact Sheet

MEETINGS, CONVENTIONS & TRADESHOW CAMPAIGN

Objectives

Establish a differentiating brand position that strengthens Orlando’s premier standing as a meetings, convention and tradeshow destination and strengthens conversion of future bookings.

Target Audience

North American and targeted international meeting planners and decision makers.

Message

“Orlando, Where Creative Minds Meet” - Tagline
Building on Orlando’s unique existing facilities, newest attractions and infrastructure, the 2008 campaign will integrate the new Orlando meetings and convention brand as the place where meeting planners can “unleash their creativity” and develop “out of the box” meetings that will increase attendance, inspire creative thinking and stimulate productivity. The strategy is to utilize images that uniquely represent Orlando, along with messaging that will resonate with and be compelling to meeting planners.

Branding Pillars

Sophisticated Pursuits – showcases the vibrancy of the destination, world-class shopping, varied cuisine and dining options as well as a rich cultural scene.

Rejuvenation – attendees can pause and re-charge at resorts, spas, playing golf, at the pool and all in great weather.

Lasting Impact – Orlando is an environment that is opportune for learning because its magic, thrills, excitement can be intertwined into programming, team building, after hours events and more.

Commitment to Service – the community comes together to make an event easy for the planner to plan and execute.

Meetings & Campaign Budget         
$3.5 million for 2008, representing a 32 percent increase over 2007.

Campaign Element

Tradeshows & Conferences      
Three new big scale “roadshows” will be conducted.
June 10,  Washington, D.C. at the National Music Center, June 12, Chicago at the River East Art Center, and June 17, New York City at the Chelsea Art Museum, Home of the Miotte Foundation. To draw the highest attendance from meeting planners, targeted advertising, direct mail and partnerships with meeting organizations/chapters will be created.

The Orlando CVB will increase presence at tradeshows and missions to 34.
In addition to using the new high-impact tradeshow booth, the Orlando CVB will drive traffic to the booth through innovative communications, outdoor tactics and guerilla efforts.  

Print                          
28-page co-op insert placed 13 times throughout 2008 in meetings publications: Associations Now, Convene, Corporate & Incentive Travel, Corporate Meetings & Incentives, Forbes, Meeting News, Meetings & Conventions, the Meeting Professional and Successful Meetings.

8-page co-op affluent insert placed five times between January - August in influential and highly regarded business and meetings market publications: Forbes, Incentive, Financial & Insurance Meetings, Medical Meetings, and Pharmaceutical Executive.

12 thank you ads placed in trade and group publications to influence others in the market to select Orlando as a meeting destination

Direct Mail               
Two direct mail campaigns, scheduled for late winter of 2007 and fall 2008, will intensify the focus on the generation of incremental qualified leads with a special focus on securing need-time business. Each mailing will contain at least 40,000 pieces.

Online                       
Key sponsorships will be extended with the top online meetings booking site StarCite/OnVantage, as well as mimegasite.com and Visit Florida’s meeting site. Each incorporates an enhanced section on Orlando as well as banner ads and e-mail blast opportunities.  In addition, a new virtual meetings/tradeshow presence will be developed and two webinars will be sponsored. 

Enhanced content for orlandoconventions.com including streaming the destination video and adding a browsable version of the Meeting Planners Guide.

Strategic Partnerships
Partnering with industry associations, the Orlando CVB will develop strategic opportunities to increase awareness of Orlando and prospects for increasing sales. The Orlando CVB has created strategic partnerships with Meeting Professionals International (MPI), Professional Convention Management Association (PCMA) and International Association of Expositions and Events (IAEE).