Orlando/Orange County Convention & Visitors Bureau, Inc. 2009 New "Free-for-Fall" Advertising Campaign and 2010 Marketing Program

Objectives

Position Orlando as the premier leisure destination in order to increase the economic impact and maximize the full potential of the destination. Grow domestic leisure overnight visitation. Increase Web traffic and maximize advertising, travel trade, publicity and strategic alliances efforts to extend the reach and frequency of the Orlando message to increase awareness and intent to visit especially by overnight visitors during the fall timeframe. 

Target Audience                

Primary
    Couples (25 – 54; $100,000+ out-of-state/$75,000+ in-state; East of the Mississippi)
    Women wanting to travel together (25 – 54)
    Older active couples (grandparents)
    Foodies

Secondary
    Couples with children under school age
    Families with children in school 

Timing                          

August 15 – December 15

Messages                            

Travelers seeking a fun-filled fall getaway that doesn't break the bank will find Orlando's "Free-for-Fall" promotion makes it possible with more than 70 "Get One Free" offers available through December 15. Plus "Deal of the Week" provides extra value.

• Orlando Makes Me Smile with "Free-for-Fall" as the retail portion will replace Endless Summer to provide a stronger retail message this year
• Orlando's Magical Dining Month is the perfect time to experience Orlando's culinary prowess
• VisitOrlando.com/FallDeals provides the key to the range of values offered to consumers

Advertising                   

Advertising will focus on the Orlando Makes Me Smile platform with "Free-for-Fall" being the call to action. The advertising platform utilizes a retail message that will drive consumers to the VisitOrland.com/FallDeals Web site.

Budget                                 

$1.4 million has been allocated. 

Impressions                        

Total Advertising Impressions – 233 million.       

Radio                                    

Radio Impressions –78 million.  Purchase radio advertising in key fall target markets of Atlanta, Miami/Ft. Lauderdale, West Palm Beach, Jacksonville, Fort Myers, Sarasota, Tampa/St. Pete and Naples promoting Orlando's Magical Dining Month in September.  

Print                                  

Print Impressions – Magazine advertising in 23 publications with 60 million impressions.

Southern Living, Girlfriend Getaways, Food & Wine, Travel & Leisure, Atlanta Magazine, Florida Travel & Life, AAA Going Places, AARP Magazine, Better Homes & Gardens, Family Circle, Parents and more. 

Online                                   

Web advertising and targeted direct online marketing will complement the television and print components of the new campaign. 

Impressions – More than 90 million impressions.     

Search Engines – Search advertising on Google and Yahoo. 

Display Advertising – Co-op display advertising will run on various sites that align with  the targeted demographics. 

Web Site Content – The Orlando Makes Me Smile tagline will be the focus of advertising with Orlando "Free-for-Fall" being the call to action. Special values for the destination are available and highlighted on the VisitOrlando.com/FallsDeals Web page. 

Viral Campaign – A viral campaign will be developed with vendor KewlBox called "Find Your Smile." A photo mosaic game is being created where players upload their photo into a photo collage made up of hundreds of other destination images. The goal of the game to is find the player's photo as quickly as possible. Bonus points are scored by finding facts about Orlando woven into the mosaic.  

At the end of the game, players will be invited to visit our Web site to check all the deals and/or to forward the game onto a friend. They will be able to pull their contacts off their computer or out of Facebook through FacebookConnect. Their will be a Facebook version of the game as well. 

African American – Partner with media such as print and radio to develop e-mail blasts. 

U.S. Hispanic – Partner with media such as print and radio and sponsorship to develop e-mail blasts.

Drive Market Advertising

The Orlando/Orange County CVB will continue to reach out to key drive markets – including Atlanta, Jacksonville, Tampa/St. Pete, Ft. Myers, Naples and Miami/Ft. Lauderdale.   

Outdoor                   

Outdoor Impressions – 5 million. Billboards in Jacksonville, Tampa, Miami and Orlando. 

African-American Market    

"Orlando Makes Me Smile" ads in Black Enterprise and Odyssey Couleur. Sponsorship of Tom Joyner Family Reunion and blackamericaweb.com 

Hispanic Market              

"Orlando Makes Me Smile" ads in Spanish language magazines Latinaand People en Español, newspapers such as, El Nuevo Herald and radio in Miami.

Direct Marketing                

Direct marketing campaigns will focus on the drive market and will utilize database management including links to the VisitOrlando.com Web site.

E-mail Blasts – Blasts to Florida residents, general target market, purchased lists and local market (Magical Dining Month).

Public Relations         

The 67 Days of Smile pair will begin their adventure on August 27. In addition, September's Orlando Magical Dining Month will combine to increase awareness of Orlando's world-class dining options both locally and regionally.  

• Florida Media Mission – June
• Fall "offers" release – July
• Florida TV Appearances (Miami, Tampa, Jacksonville) – August, September and October
• Miami Blitz (Hispanic emphasis) – September 1-3
• Atlanta Blitz – September 13-15 

Strategic Alliances            

A partnership with AAA has been developed to advertise in their publication and engage with their agents/members. AARP - Family Reunion promotion would focus around Grandparents Month/Family Month in September with advertising in AARP Magazine. 

Partner with major league baseball teams in Atlanta & Miami in order to feature Orlando by engaging with fans through in stadium events and in stadium signage, broadcast integration (TV/Radio/Newspaper), hospitality (host meeting planners, media, travel industry reps), Web promotion and direct-mail communications.

Travel Trade                    

Continue to focus on the travel agents by expanding our messaging of our online travel training program. 

• Online Orlando Travel Academy Program
• Include in our call to action in print advertising and e-mail blasts
• Commissionable deals on trade Web site
• Fams for selected Orlando Travel Experts
• Target activities with key accounts (AAA)
• Direct mail program to agents 

Integrated Blitzes              

The publicity, travel trade, and meetings and conventions teams will be in Atlanta and Miami for television interviews, tie-ins with Atlanta Braves' and Florida Marlins' promotions, travel agent blitzes and media events.