(TAN): Visit Orlando has launched its first full-scale marketing campaign since the start of the pandemic this month, targeting US residents in the Southeast for spring and summer travel to Orlando.
The campaign marks the first time since last March the destination marketing organization has run television advertising promoting travel to Orlando, and the first time since March it has run advertising to reach consumers outside the state of Florida. (Prior marketing efforts focused within the state of Florida.)
“This new campaign weaves both inspiration and education to help travelers who are ready to pack their bags and come now, as well as those just starting to research future travel,” said Casandra Matej, president and CEO of Visit Orlando. “It’s critical that we connect with audiences that are currently making travel plans to ensure our share of the market and showcase the innovative safety measures implemented throughout Orlando.”
“The Wonder Remains” campaign highlights the experiences Orlando is most known for plus new, unexpected adventures. It pairs compelling imagery of Orlando’s world-famous theme parks, attractions, elaborate resorts and outdoor experiences with essential information on safety measures throughout the destination, as consumers are searching for more in-depth information in advance.
Affordability is also a key focus, as consumers can now find over 100 deals on the website VisitOrlando.com. This includes deals open to all visitors, as well as special programs for Florida residents and healthcare workers.
“The Central Florida region has gone above and beyond to create a safe and sanitized guest experience,” said Orange County Mayor Jerry Demings. “I believe this campaign will reach individuals who are prepared to travel to a well-prepared destination for much needed recreation.”
Recovery of the local tourism industry is vital to the economic health of the Orlando region and its residents, as tourism supports 41% of the workforce and generates an average USD 75.2 billion in economic impact. In addition, visitor spending directly impacts state and local revenues and tourism generates at least half of all state sales tax collections in Orange County.
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While employment in the leisure and hospitality industry has shown recent growth, it remains down 89,000 jobs from pre-pandemic levels, and revenue from visitors staying overnight, known as the Tourism Development Tax, are less than half the level of the prior year. And in addition to tourism marketing, this revenue also provides money for the region’s sports, arts and public venues.
