Industry News
Orlando CVB Rolls Out Creative Marketing Tactics in Support of New Campaign
Billboards at tradeshows, Orlando restaurant recipe wraps on Food & Wine magazine and luxury car rides on site visits are just some of the new ideas President and CEO Gary C. Sain and his team at the Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) are rolling out following the June launch of the destination's new M&C; marketing campaign, "Orlando – Where Creative Minds Meet."
The new campaign is based on the destination's well-known creative heritage and encourages meeting planners to tap into Orlando's unique abilities to produce truly memorable meetings, tradeshows, and conventions. The campaign was launched with a three-city road show bringing Orlando to life for meeting planners in Washington, D.C., Chicago and New York City.
The Orlando CVB rolled out its first billboard concept in early June at the International Pow Wow trade show in Las Vegas. With the tagline, "What Happens in Orlando Stays With You Forever," playing off the popular Las Vegas advertising campaign, the board received national media attention and tremendous online buzz. A new billboard series featuring the bureau's new M&C; tagline debuts this week at the MPI show in Las Vegas and continues at ASAE (San Diego, August 17-19) and IAEE (Miami, Dec. 9 – 11).
More than 1,000 meeting planners are also now receiving one-year Food & Wine magazine subscriptions courtesy of the Orlando CVB. Once a quarter, the magazine is wrapped with a feature on an Orlando chef revealing a signature dish recipe to highlight Orlando's diverse cuisine scene.
And, the Orlando CVB is even adding creative surprises to site visits. A recent July group considering Orlando for a 2019 meeting was transported to a themed dinner event at Orlando's new Luxautica car club in a fleet of luxury cars including a Bentley, Ferrari, and Lamborghini.
"Orlando was built on imagination. This spirit of innovation inspires those of us who work here every day and we want to share this in concrete ways with meeting planners," said Orlando CVB President and CEO Gary C. Sain. "We're putting Orlando's creativity to work for planners to drive meeting attendance, energize and motivate attendees and deliver a lasting meeting impression."
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