Visit Orlando recently launched a new marketing campaign designed to showcase the destination’s diverse dining, entertainment and other “after meeting” options for the national meetings and conventions market. The multifaceted marketing campaign is in direct response to recent research revealing misconceptions about Orlando’s dining and entertainment scene among planners, business leaders and other key meeting influencers.
“Our research made it clear the primary reason Orlando wasn’t selected for their convention or meeting event was a perceived lack of after-hours offerings,” said Danielle Courtenay, chief marketing officer, Visit Orlando. “We who live and work here and our millions of annual visitors know that’s simply not the case. Orlando has phenomenal dining and entertainment options, which we are highlighting in this campaign.”
According to Courtenay, fine dining in Orlando was put on the global map by internationally renowned chefs such as Emeril Lagasse, Kat Cora and Roy Yamaguchi. More recently, the home-grown talents of John Rivers (4Rivers Smokehouse), Kevin Fonzo (K restaurant), and James and Julie Petrakis (Ravenous Pig) have begun to expand the destination’s foodie image.
The print, online, and in-flight creative showcases these and other restaurants in each of six newly identified dining and entertainment districts of Orlando: Winter Park (Southern Chic), Restaurant Row (Prime Dining Destination), Convention Area (Entertaining Options), Downtown (Vibrant Nightlife), Universal/CityWalk (Adventurous and Energetic), and Disney/Lake Buena Vista (Signature Excitement).
A new microsite, OrlandoDistricts.com, details these new districts and includes links to the restaurants, along with videos of local chefs sharing their take on the Orlando culinary scene.
“Orlando’s culinary scene has definitely matured with local chef’s creating fun and exciting new restaurants,” said Kevin Fonzo, chef/owner, K Restaurant. “I’m excited Visit Orlando is taking the lead in showcasing our craft. Food is a passion for us, and we have a friendly rivalry amongst the chefs that pushes us to create new dining experiences for our customers.”
Visit Orlando plans to run the $1.75 million-campaign through the end of the year, at which point it will reevaluate perceptions in the marketplace. Print ads will run now through November in business publications, a five-minute video will run on Delta’s InFlight video network September-October, and duratrans will be placed in the Orlando International Airport throughout the campaign.
Collateral material will also be sent to meeting planners and distributed at tradeshows and during site visits. A video detailing the campaign’s focus was developed and can be viewed at the Orlando Meetings and Conventions YouTube page.
