Orlando’s world-renowned creativity, imagination and innovation is the central theme behind a new Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) marketing campaign targeting meeting planners across the country. 

Beginning in May, the campaign debuts the tagline, “Orlando, Where Creative Minds Meet,” and showcases the unique Orlando creative meeting resources, environments and options available to help spur out-of-the-box thinking and make a lasting impact on meeting, convention or tradeshow attendees.

A departure from typical meetings industry marketing messages that focus on meeting space and resort amenities, the new Orlando CVB campaign stresses the ultimate meeting goal – inspiring and stimulating attendees to tap into their own creativity to develop new programs, products, partnerships or initiatives. 

Through a series of images, the campaign highlights some of the creative possibilities available to planners in Orlando.

In one, an astronaut in full spacesuit is featured as an unconventional keynote speaker; acrobatic performers present an uncommon seminar in another; and a third shot features a backdrop of Orlando fireworks for a non-traditional presentation. 

“Orlando was built on creativity. And, it’s this creative heritage that is the essence of the Orlando brand and the Orlando experience,” said Gary Sain, president and CEO of the Orlando CVB.

“The ability to tap into our unique creative energy is the ultimate benefit to an Orlando meeting, the real ROI – that’s Return on Ideas, and the natural foundation for a marketing campaign that differentiates us from every other meeting city.”

“The campaign is also designed to show meeting planners how rewarding an Orlando meeting can be for them,” said David Sargent, Orlando CVB senior vice president of sales & marketing.

“With our depth of talent and resources, Orlando can make anything happen that a planner can imagine. Exciting, creative events bring about the success meeting planners seek.”

Setting the Message in Motion

In a first-ever Orlando CVB initiative, a “Roadshow” will literally bring the campaign to life for hundreds of meeting planners in New York City, Chicago and Washington D.C. 

In each city, a raw art gallery space will be transformed into the Orlando experience complete with Orlando “performance art” entertainment, interactive experiences and “think out-of-the-box” creativity workshops led by creativity guru, Gerald “Solutionman” Haman.

Haman is founder of SolutionPeople®, developer of the Chicago Thinkubator®, adjunct professor of innovation at Northwestern University, editor of InnovatorsDigest.com, creator of the InnovationToolofTheMonthClub.com and has worked with more than 150 Fortune 500 companies. 

The near million-dollar event travels to all three cities in June and is being produced by tba Global, one of the top 10 sales promotions agencies in the country as ranked by Advertising Age.

Single page ads will be featured in publications such as Meetings & Conventions, Forbes and FSAE Source magazines.

In addition, eight-page and 28-page inserts will appear in targeted meetings publications including Forbes, Incentive and Successful Meetings. Insert messaging will highlight Orlando’s key meeting strengths: 

·         Rejuvenation – the ability for meeting attendees to escape everyday work life in Orlando and leave with a recharged perspective on their business

·         Lasting Impact – the power of the Orlando experience to create memorable learning environments and experiences

·         Sophisticated Pursuits – highlighting Orlando’s vibrant and growing shopping, dining, nightlife and cultural scenes

·         Commitment to Service – Orlando’s penchant for top-notch service which is recognized by meeting planners year-after-year with “Best Destination Service” awards

Campaign messaging will also be featured on wraps around four issues of Food and Wine magazine sent to targeted meeting planners on a one-year Orlando CVB subscription program.

And, reflecting the destination’s creative energy, a vibrant new color palette debuts in print and online advertising, meeting planner guidebooks and sales collateral materials.

Staying Competitive

In just 25 years, Orlando has emerged as the #2 market in the country for meetings, conventions and tradeshows – behind Las Vegas and ahead of Chicago. In 2006, the most current statistics available from industry publication, Tradeshow Week, the destination hosted 26 of the top 200 shows.

Remarkably, over the last 10 years, Orlando has also ranked as the #1 destination for medical meetings, according to Healthcare Convention Exhibitors Association.

“In a relatively short period of time, Orlando has established a strong reputation as an exceptional meetings destination. But with many up-and-coming destinations expanding their meetings infrastructure, the competition for business is fierce,” explained Sain.