Showcasing Orlando’s Other Half

DCI maximized the “Orlando. You don’t know the half of it.” branding campaign by bringing its message straight to top tier business media and site selection consultants.

Jennifer Wakefield, Vice President, Marketing and Communications, Orlando Economic Development Commission

The Challenge

Orlando Media

Orlando is known for its thriving tourism and hospitality industry; less known is its strengths as a business location with assets that include strong infrastructure, a robust talent pipeline, and unbeatable quality of life. The Orlando Economic Development Commission launched a branding campaign called “Orlando. You don’t know the half of it.” designed to build on the region’s strong reputation as the theme park capital of the world while showing the advantages of locating or expanding a business there.

 

The DCI Strategy

DCI sought to tell the story behind the brand—Orlando’s top-performing economy, thriving job market and high-tech industry growth—to top business media and site selection consultants. To kick-off the strategic marketing program, DCI arranged for a New York City business mission with the region’s top spokespeople, including Orlando Mayor Buddy Dyer, Orange County Mayor Teresa Jacobs, a Disney executive and the CEO of the Orlando Economic Development Commission, among others.

 

The Results

  • DCI secured meetings on behalf of the Orlando delegation with nine top media outlets, including The New York Times, Bloomberg, FOX Business, The Street, Popular Science and more. In addition to online and print results, four of the results were live or taped interviews.
  • The brand was unveiled at an exclusive reception in New York City with 50 attendees, including consul generals, international media and top-tier reporters from the Wall Street Journal, Business Insider and more. The mission concluded with a luncheon that put the Orlando delegation face-to-face with 12 site selection consultants.
  • In the first year of working with DCI, targeted media relations efforts resulted in 900+ million impressions and more than $3 million in advertising equivalency.
  • Thanks to the initial exposure to Bloomberg and FOX News reporters in New York City, both outlets have since visited the region to continue reporting on Orlando’s “other half.”