St. Cloud Project Spotlight
View Case Study
Less than an hour from world-renowned theme parks and Florida beaches, Orlando North/Seminole County offers travelers an alternative to massive theme park crowds with its outdoors attractions and charming downtown squares. Following a major photo and video shoot, our team went on to capture updated stills and footage for the destination. We leveraged the all-new assets to create the “#WeAreON” campaign, with ON having the double meaning of open for business and standing for the destination name of Orlando North.
While messaging remained evergreen, it also conveyed a sense of safety, showcasing the destination’s outdoor offerings and letting travelers know Orlando North, Seminole County is a great place to visit as the pandemic begins to subside.
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.
Facebook/Instagram Landing Page Views
Twitter Video Views
Influencer Campaign Likes
Influencer Campaign Comments
As dedicated marketing experts in your industry, we’re committed to serving top-notch results for every campaign from the groundwork of research, to the development of strategy, and beyond launch. Find out how our one-stop marketing shop can enrich your brand to meet your marketing goals.
Are you ready to advance your marketing strategy to grow your sales and expand your reach? Our services stretch across a multitude of platforms and channels from traditional to digital. And as your trusted partner, we’re dedicated to crafting a results-driven approach personalized for your business. Simply fill out the form below, and we’ll get back to you as soon as possible.