Visit Orlando has partnered with British Airways to launch a new campaign to help generate incremental UK visitation during off-peak periods by targeting a younger demographic that may not consider Orlando as a holiday destination.
The campaign spans print, outdoor, digital and social channels and features the ‘real characters of Orlando’ by offering real locals' view of the city and captures the destination’s uniqueness and upbeat spirit.
Focusing on four unexpected Orlando offerings - dining, outdoor adventure, entertainment and shopping - the campaign aims to drive incremental visitation to the destination throughout May - June and September-November across pre-family adults and older adults whilst continuing to inspire the core family market.
The campaign will run until April 5, supporting British Airways’ announcement to operate a double-daily Boeing 777 service to Orlando from Gatwick from March 29, 2015, offering agents and customers increased capacity and flexibility into the destination.
“While Orlando is recognized as the theme park capital of the world, this campaign with British Airways delves more deeply into the broader Orlando vacation experience by sharing recommendations from actual locals,” said Mark Jaronski, vice president of global communications for Visit Orlando. “With additional flights from British Airways, a campaign reaching an audience with more flexibility to travel and the continually evolving and broadening of the Orlando holiday product, there’s no better time for agents to sell Orlando.”
Colm Lacy, British Airways’ head of commercial at Gatwick said, “We are offering more seats than ever before to Orlando. The destination has always been popular with families seeking out sunshine, but now we are seeing a huge rise in the number of young travellers heading for the city, which is fast-becoming one of the east coast’s most lively destinations.”