The new “Unbelievably Real” brand platform will provide a consistent message, look and feel for marketing Orlando to leisure, meetings and business audiences
As Disney celebrates 50 years, this could be considered surprising from the place that’s built on fantasy and magic. Visit Orlando has just unveiled a new $28.5 million global branding: “Orlando Unbelievably Real” in collaboration with Orlando Economic Partnership.
“The quasi-public agencies that usually promote tourism and economic development separately in Orlando on Monday announced they are joining forces to market the region together under a single brand. With a tagline of ‘Unbelievably Real,’ the branding plan will be aimed at tourists, meeting planners, conventioneers, business relocation specialists, site selectors, business owners and company CEOs,” reports U.S. News.
Television and digital ads begin Monday in New York City, Boston, and Chicago. Brooklyn gets a mural by an Orlando-based artist and a new city logo is also in the works. The campaign’s international rollout begins at IPW in June and continues at IMEX for meeting planners in the fall.
The branding will also drive business development meetings held in target markets like San Francisco, Chicago and New York with company executives, entrepreneurs and site selectors. New Unbelievably Real Orlando creative will be installed later this year in high-traffic venues like Orlando International Airport, Orlando Sanford International Airport and the Orange County Convention Center.
“It’s a collaboration that we’re talking to all of our target audiences of why Central Florida is the region to visit, to bring your business, we’re going to do so together,” said President & CEO of Visit Orlando, Casandra Matej. “For the first time ever, our destination will have one voice, one look, one feel and one brand that we take to the market.”
“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” Matej said in a release. “‘Unbelievably Real’ combines what is both fantastical and authentic about our unique destination, to tell a holistic story.”
A team from the marketing agency Razorfish led the creative development of the branding meant to highlight Orlando’s economic strengths in digital game development and military simulation as well as tourist attractions, outdoor activities, culture, sports, and food.
The “Unbelievably Real” campaign will also have a local component known as the O.U.R. Culture Project, which stands for the Orlando Unbelievably Real Culture Project. The multi-year initiative will seek input from Orlando residents on ways to highlight the region. There will also be an Orlando sign installed for photo ops. “The Unbelievably Real Sweepstakes,” calls for residents only to upload their own images of what they feel is “unbelievably real” about Orlando (deadline May 31) for a chance to win a staycation.