Miami, Orlando launch promotional programs

MIAMI -- The Greater Miami Convention & Visitors Bureau, in partnership with American Express and other interests, launched a $2.2 million worldwide print and broadcast ad campaign aimed at reviving the airline travel market, which accounted for 95% of the area's tourism before Sept. 11.

A concurrent effort by the bureau and the cruise agency Cruises Only encourages pre- and post-cruise land stays. A related Web site for both ad efforts, at www.whatmakesyouhappy.com, lists value-added offers from hotels and attractions.

Meanwhile, Orlando interests will soon launch a $5 million Southeast region TV and print ad campaign to run through early November, using the theme, "Family Time, Family Place."

The campaign is a joint effort of the Orange County Commission; the Orlando-Orange County Convention & Visitors Bureau, and Kissimmee-St. Cloud Convention & Visitors Bureau.

Separately, the Orlando Convention & Visitors Bureau launched the Magical Orlando Getaways package series for the Southeast drive-in market, using its Web site at www.orlandoinfo.com.

The bureau asked participating hotels to make the plans commissionable.

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