Visit Orlando: Orlando's BIG Thank You

Visit Orlando: Orlando's BIG Thank You

Given the status of the travel industry and Orlando's recent tragedy, the destination was faced with a potential slide in visitation, occupancy and overall perception moving into 2017. To combat these adversities, Visit Orlando developed a campaign to reinforce its brand identity as a top vacation and meetings destination, creating a personal and emotional connection with its core audiences. This was measured and achieved according to Visitation and Lodging Metrics, which not only were prevented from slipping, but in fact showed year over year increase in Visitation (up 5%, with a record 72 million visitors in 2017), Average Daily Rate (up .05%), Room Nights Sold (up .05%) and Occupancy (up 3.8% to 79.3 percent, the second highest ever since 1979). Results were also demonstrated in the meetings and convention market, with total attendance at the Orange County Convention Center hitting 1.53 million in 2017, up 5% on the year.

These figures show the impact of the campaign, not only in the effectiveness of messaging, but also in reaching key audiences. More than 450 million media impressions were garnered globally in the U.S., Canada, U.K. Brazil, Mexico and China, plus 6.9 million social media impressions, and 19 million consumers thanked.

Event Partners

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