THE ORLANDO Tourism Bureau has unveiled a three-year marketing campaign to help kick-start bookings to the destination.
The move comes as operators report a downturn in bookings to Florida. Airtours said business has fallen by 5%-10% this year. (Travel Weekly, February 24).
OTB senior vice-president, marketing, Jose Estorino said the tourist office’s Destination Imagination campaign, which targets both first time and repeat visitors, will help to boost bookings for Orlando, which he admitted were disappointing.
The initiative is designed to improve product knowledge about the destination’s theme parks and the growth in hotel and airport capacity.
The campaign includes consumer and trade advertising, a Web site about Orlando, and holiday competitions. A special telephone support line for agents has been set up. Trade partners include Airtours, Unijet, Thomson and Virgin Holidays, plus leading theme park operators in Florida.
Agents can call 0800 106047 to get more details about the OTB’s Destination Imagination campaign.