The Orlando Tourism Bureau is to launch a multi-million dollar advertising campaign to keep the destination ahead of its competitors.

The campaign kicks off this weekend with two million inserts in The News of the World and The Mirror and is followed by an additional two million inserts in January 2008. It also includes ads on terrestrial and satellite TV from September 17.

Orlando Tourism Bureau president and chief executive Gary Sain said: “UK consumers told us they long to escape the demands of everyday life while on holiday and that they look for destinations that provide a wide variety of activities for everyone to enjoy,

“The campaign is designed to evoke interest in exploring Orlando and discovering the unparalleled options holiday makers can’t find anywhere else in the world.”

The campaign also debuts a new look for the Orlando logo with more contemporary colours and design.