This document outlines a marketing campaign to promote Orlando, Florida as a tourist destination beyond just theme parks. It will target adults ages 21-60. The campaign's main objectives are to increase repeat visitors by 30% by showing there is more to do in Orlando than just theme parks, such as shopping, nightlife, dining, beaches, and museums. The implementation plan creates social media pages, a blog, and website in month 1. Month 2 focuses on sharing content and launching the sites. Month 3 centers on reviews and new content. The overall goals are keeping tourists returning to Orlando and leaving wanting to come back.

1. Touring Orlando, Florida
The City Beautiful

2. Primary Research

3. How many people visit Orlando VS. other U.S.
Cities?
0
15
30
45
60
75
Orlando New York Los Angeles Las Vegas
NumberofPeople(Millions)

4. Target Audience

5. Primary Audience
• Men and Women ages 21-60

6. Campaign Objective

7. Main Objective
• To increase repeat visitors by 30%.
• Show there is more to do in Orlando than
theme-parks.

8. Message

9. There is more to do in Orlando
other than theme-parks.

10. Explore Orlando
Shopping
Nightlife
Dining
Beaches
Museums
Historial Land Marks

11. Implementation Plan

12. Map of Plan
Month 1
• Create Social Media pages.
• Create Blog.
• Create Website.
• Send newsletter to friends, family, business associates, etc.
• Build awareness.
Month 2
• Suggest topics of interest for Orlando tourists.
• Share Contact information on blog posts, social media posts,
email signatures, etc.
• Guest bloggers.
• Create tags such as #tourorlando #moretodoorlando
• Launch sites.
Month 3
• Create visitor reviews.
• Analyze feedback.
• Create new content frequently with new specials, locations,
etc.

13. Month 1 Campaign

14. 1. Create Social Media pages
• Facebook
• Twitter
• Pinterest
• Instagram
• Wordpress
• Vine
• LinkedIn

16. 2. Create Blog
Wordpress

18. 3. Create a website.
• Add contact information.
• Create pages with attractions listed by category.
• Trip Planning, etc.

20. 4. Send Newsletter
• Friends
• Family
• Business Associates

21. 5. Build Awareness

23. Month 2 Campaign

24. 1. Suggest topics of interest for Orlando tourists.

25. are Contact information on blog posts, social media posts, email signature

26. 3. Create tags such as #tourorlando #moretodoorlando

27. 4. Launch Site

28. Month 3 Campaign

29. 1. Create visitor reviews

31. 2. Analyze Feedback

32. 3. Create new content frequently with
new specials, locations, etc.

33. Goals

34. Showing Orlando visitors there
is more to the City than theme-
parks.

35. Keep the tourist returning for more. Leaving Orlando with
the thought of not wanting to leave and already planning
the next trip. Our goal is to keep every tourist happy.
Treating every tourist as if they were a true Orlando
Citizen.

36. Orlando Client Presentation
Media Communications and Public Relations
Amanda Willard-Rodriguez
January 25, 2015