Leading Meeting Professionals

Professional Convention Management Association
PCMA Partner: Visit Orlando
Oct 01, 2012

Orlando Districts campaign highlights the city’s distinct dining options.

Visit Orlando unveiled a new advertising campaign in June for the meetings market that aims to change perceptions about Orlando's dining and entertainment options.  The campaign targets the "influencer" - those with job titles of director to CEO, who ultimately make the decision about where to book a company's meeting or business event.

"Through research, we heard from meetings and convention clients that the perception of our destination was that there was not enough to do after meetings were done and this is why Orlando was not selected," said Danielle Courtenay, chief marketing officer for Visit Orlando.  "As our residents know, we have wonderful dining options, and this campaign will raise the profile of dining and entertainment in Orlando."

The ads feature soft-focused black-and-white photos of attendees dining and entertaining at unique Orlando venues.  The messaging vividly describes six Orlando dining districts - the Convention Area, Restaurant Row, Winter Park, Downtown, Universal/CityWalk and Disney/Lake Buena Vista - each with a distinct personality.

"I'm excited that Visit Orlando is taking the lead in showcasing our craft," said Kevin Fonzo, chef-owner at K Restaurant.  "Food is a passion for us, and we have a friendly rivalry among the chefs that pushes us to create new dining experiences for our customers."

Digital advertising is running across multiple online networks, with print ads scheduled in six domestic markets - Atlanta, Boston, Chicago, New York City, Philadelphia, and Washington, D.C. - in business publications including Forbes, Fortune, Bloomberg Businessweek, Newsweek, Smithsonian, The Week, and Time, as well as Delta Sky Magazine. In addition, a five-minute video and 30-second promotional spot will air on select Delta flights.  The advertising is scheduled to continue through late 2012.

The orlandodistricts.com website launched at the same time as the campaign, featuring information on the restaurants and entertainment venues located in each district, profiles and videos of local, award-winning chefs, as well as a dining blog.

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