With an average of 52M tourists per year, Orlando is the destination for families and couples. Canada is Florida’s largest international visitors’ market, but in 2018 Visit Orlando faced challenges with the Canadian dollar, political issues and hurricane damage. In early 2019, they had to find ways to connect with Canadian travellers and wanted to showcase the variety of activities and destinations in Orlando.
To connect with Canadian travellers and inspire travel to Orlando, a content and targeting strategy was executed cross platform with The Weather Network for the third consecutive year. Content focused on the undiscovered side of Orlando while a targeting plan focused on reaching travel intenders and weather triggering connected the Visit Orlando brand to the right audience at the right time. A custom 360 mobile interstitial allowed for audiences to discover Orlando while a “Ultimate Getaway” contest created further engagement for the brand.
The 2019 campaign resulted in a 175% increase in audience and 28% increase in impressions with video views reaching 550K. The contest garnered an increase of 114% unique entries (vs. previous year). The program positively impacted Orlando’s top of mind awareness scores by the end of the campaign period.
That’s a smart solution.
“The 2019 Visit Orlando program was turnkey from pitch to execution. The team took on the challenge and delivered a program to brief leveraging their market leading offering and cross-platform solutions. The client was impressed and we are beyond happy to be working with a knowledgeable and collaborative partner”
Jon Hawke, Strategy Manager at Wavemaker
Source: Wide Orbit/Numeris Data, February 4 – March 3, 2019, Google Ad Manager, February 4 – March 3, 2019, Brightcove Analytics, February 18 – March 3, 2019, Wishpond Technologies, February 4 – March 3, 2019
