Great destinations have one thing in common — people who are passionate about them. As travelers regain confidence in tourism, we had an opportunity to inspire a sense of wanderlust in Orlando North’s ideal visitor while giving locals an opportunity to feel included in the destination’s success. The ultimate objective of the Do Orlando North Like a Local campaign was to drive visitation to the destination by showcasing authentic experiences curated by Orlando North residents.
Starting in our own backyard, we invited real people to share real experiences, recommend their go-to Orlando North businesses and attractions, and create a series of authentic, handcrafted Orlando North itineraries. By doing this, we tapped into our greatest strength – our locals. These locals also included hired influencers across Central Florida, each with their own sizable following. Influencers were instructed to develop 1, 2 and 3-day itineraries based on their preferred places to visit in the destination. We compiled these stories and itineraries on a custom campaign microsite — HowTo.DoOrlandoNorth.com — where potential visitors can explore hidden gems and fan-favorite spots all around town. We also created a Crowdriff gallery to feed social posts tagged #DoOrlandoNorth directly onto the microsite. Additionally, the microsite offered users a chance to submit their own itineraries.
With local and influencer content in hand, we created campaign assets to target potential visitors from outside the county. Media included paid social advertising across Facebook, Instagram and Pinterest, YouTube pre-roll, and even an installation at the Sanford International Airport. We also partnered with local businesses to display campaign materials including posters, table tents, coasters and more at their locations, with all pieces pointing to the campaign microsite.
Results for the Do Orlando North Like a Local campaign have marked one of the best years on record for the county in terms of occupancy, ADR and RevPAR.
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