ORLANDO Convention and Visitors Bureau has defended claims that its first UK marketing campaign has been planned to prop up a declining market to Florida, and Orlando in particular (Travel Weekly February 24).
Jose Estorino, senior vice-president of marketing, said: “We are launching it because we feel there is still a lot of potential for Orlando in this market. We know most Britons still want to have the experience of visiting Orlando, and we have a high repeat factor of 65%. So, the more we grow the overall market, the bigger our repeat base becomes.”
Estorino said Orlando takes 25% of the total UK market to the US, while 75% of those holidaying in Florida choose to stay in the Orlando area. This amounted to nearly 1m annual visitors for Orlando and Orange County.
He declined to reveal further details of the UK campaign at this stage, but added: “It is the first time we have put together a complete marketing campaign, and it will be part of a three-year strategic effort for the UK. “The destination is continually growing and changing, and we want to communicate everything it has to offer. I think the campaign results will be very positive for us.”
The CVB presented its campaign proposals to some UK tour operators last month. It is understood to comprise a national print advertising promotion, with the first burst in April and May, to try to stimulate late bookings from families in the run-up to the peak season. It will be themed ‘Destination Imagination’ and will focus on Orlando as a fantasy resort – backed by a free 0800 consumer line for brochure and information requests – and a referral system to the trade.
Estorino said tours are being offered to UK delegates attending this year’s Pow Wow event in Miami Beach in May so they can be updated on developments. He added: “I am pleased that Orlando is also hosting Pow Wow in 2001 as it gives us another great opportunity to showcase the destination.”
Pow Wow is being held on International Drive at the Orlando Convention Centre, which has recently been extended. The centre now offers 4.5m sq ft, including 1m sq ft of exhibition space.