Orlando is poised to launch its biggest
tourism marketing campaign ever, a $25 million push to promote the
city's family-friendly theme parks and attractions to the nation
and boost its appeal in the face of stiff competition from places
like Las Vegas and New York.
campaign has not been finalized, its tag line and details of the
advertising component are expected to be announced on Dec. 15,
according to the Orlando/Orange County Convention and Visitors
The campaign will
be paid for in part by the additional penny-on-the-dollar increase
in the hotel bed tax that took effect Sept. 1. Advertisements will
appear in print and on TV and will not include a specific travel
trade component, the spokeswoman said.
Orlando has no tourism slogan. Instead, it uses a logo spelling out
the city's name in colorful stars. Past slogans have included "Go
for the magic" and "You never outgrow it."
said the campaign will continue to focus on Orlando's appeal to
families who want to spend time together on vacation, which was a
major motivator for Orlando visitors, according to research
conducted by Harris Interactive.
the research showed that prospective visitors who are not from
Florida and have children exhibit a great desire to go to a place
offering something for the entire family, which tourism officials
said Orlando has in spades.
But the research
also showed that many families not from Florida didn't think that
Orlando was a "must-see" spot to take the kids. Only 27% of
respondents outside of Florida said they were "very familiar" with
Orlando has lots
more competition these days from destinations that have broadened
their tourism product to attract more families, and from
destinations that spend considerably more on tourism
For example, Las
Vegas has spent over $100 million since 2003 on its "What Happens
Here, Stays Here" campaign.
said tourism to Orlando remained strong, with a 3.3% increase in
arrivals last year to more than 49 million.
Inn the news
In Orlando hotel
news, the Peabody Orlando -- a four-star, AAA Four Diamond property
within the Orange County Convention Center -- expanded its sales
force and appointed two sales managers.
"We stepped up
our sales coverage and presence in key markets to better serve our
existing clients, and to interact on a regular basis with numerous
potential clients throughout our target markets," said David
Adelson, director of sales and marketing.
The new sales
managers at the 891-room hotel, a member of Preferred Hotels &
Resorts, are Tracy Newland and Eve Pridmore.
Hard Rock Hotel at Universal Orlando is renovating all 650 rooms
and suites, adding 32-inch, flat-panel TVs and MP3 stations to
in-room stereos. Guest units are being redecorated in "urban chic"
style, with a color palette of neutrals, chocolate brown, aqua and
"We are creating
a new vibe in all our guest rooms, not only with the new look but
also with the latest technology," said General Manager Carlton
The new look
includes upgrades of bed linens, carpeting, artwork, wall paint and
granite minibar tops. All suites will have tabletop stereos with an
iPod docking station and clock radio, while all club-level rooms
will be outfitted with DVD players.
To contact reporter Jorge Sidron, send e-mail to [email protected].