| Journal: TWUK | Section: |
| Title: | Issue Date: 30/04/01 |
| Author: | Page Number: 60 |
| Copyright: Other |
Orlando by Alan Moore
Sporting attractions vie for attention
Destination Imagination campaign to highlight region’s wider appeal
ORLANDO Tourism Bureau’s 2001 Destination Imagination campaign is aimed at encouraging consumers to discover more about the region, as well as increasing business.
The bureau says Orlando’s 90 theme parks and attractions draw 1.2 million UK visitor annually, with 66% returning every two or three years.
However, according to an OTB consumer survey last year, first-time British visitors said they needed to be more prepared for a second visit in order to see more of the area.
Senior vice-president marketing Jose Estorino said: “Firstly, we have to ensure the trade is aware of the diversity that Orlando offers. Many people in the industry, and that includes agents and tour operators, still don’t know how large the area is.”
The bureau is following this up by planning more educationals this year in conjunction with neighbouring counties.
Estorino added: “We have also taken on more tour operator partners for this year’s advertising campaign to achieve greater reach in the market and in an effort to drive more business through agents.”
On the consumer front, the bureau now features a free enquiry line (0800 092 23 52) and a website (www.orlandoflusa.co.uk) for requesting a Destination Imagination information pack detailing new options in Orlando. Originally launched last year, the pack has been updated and includes a central Florida brochure.
Theme parks aside, attractions include the beaches of the east coast, water sports, golf and other sports, history and culture, while the natural habitat of the region can be experienced at national parks and on hiking trails.
Estorino said: “The average length of stay for Britons in the area is 11 days and, as the main attraction, Orlando enjoys the bulk of this. But the whole region has a lot of appeal and provides sufficient reasons for people to return and use Orlando as their base.”
Splashing time: the bureau is keen to focus on the region’s beaches and water sports