THE Orlando Tourism Bureau has launched a £1m integrated advertising campaign with a focus on the trade.
The Destination Imagination campaign includes a familiarisation trip competition for agents that will run in the trade press over a two-month period. Another advert will feature a fax-back number for agents to place orders for the new brochures.
OTB senior vice-president of marketing Jose Estorino said:”This is the most aggressive international campaign we’ve ever launched.”
The UK is an increasingly important market for Orlando with nearly 1.2m visitors annually and 65% repeat visitors in the past three years.
The consumer advertising campaign urges consumers to contact their travel agent to make bookings.