Visit Orlando, the official tourism association in Central Florida, turned the page on a new chapter in the destination’s history today by unveiling a never-before-seen series of emotionally based, editorial-style brand photographs and video that elicit the unique emotions that visitors experience in Orlando.
To celebrate its first global marketing and sales campaign featuring this new creative and titled “Orlando – the Never Ending Story,” Visit Orlando also announced it will launch a worldwide consumer campaign in search of the millions of stories its visitors have to share about the theme park capital of the world.
“Visit Orlando is reaching out to the storyteller in all of us through this new brand creative in order to showcase our visitors and the lifetime of memories they made and will make across our destination,” said Visit Orlando President and CEO George Aguel. “We recognize that because travel matters so deeply to so many of us and our relationships with others, and because Orlando owns this unique place in the hearts and minds of millions of visitors, we consider it our responsibility to help our guests connect the memories of their experiences in Orlando together like the chapters of a book.”
Coinciding with the start of the campaign’s consumer advertising this year, unforgettable guest experiences will be collected through the website OrlandoStories.com and visitors will be encouraged to use #MyOrlandoStory when sharing posts, photos and videos in social media. Additional details of the global search for stories will be released this summer.
The new creative launched today at U.S. Travel Association’s IPW, the travel industry’s premier international trade show taking place this year in Orlando, will serve as the cornerstone of Visit Orlando’s future global marketing and sales efforts, beginning in August. The first of these will appear in the destination’s No. 1 overseas market, Brazil, as well as Colombia and the United States, followed by Canada and the United Kingdom.
“Orlando is an iconic American destination that truly delivers on the promises that travel offers to us all,” said U.S. Travel Association President and CEO Roger Dow.
“These images so wonderfully capture the diversity of our global visitors and the unique experiences that can only be found in Orlando,” said Aguel. “It’s fitting to unite our guests through their connection with Orlando, a destination that was literally built on storytelling.”
This spring, Orange County Mayor Teresa Jacobs and Visit Orlando CEO George Aguel announced the destination became the first in the U.S. to welcome more than 60 million visitors when more than 62 million visited in 2014. During the last 40 years, Orlando has hosted hundreds of millions of guests, making it one of the most memorable and talked about destinations on earth.