Brand Marketing Case Study: “Orlando.
You don’t know the half of it” Campaign, Lessons for All of Us
by Peter Roth
VP, Marketing and Communications
Shifting the perception of timeshare as a viable—and beneficial—way to
travel is integral to our strategic conversations at ARDA. From a Marketing and
Communications standpoint, how we
communicate with our key audiences and stakeholders is equally as important as what we communicate. In other words,
integrating data and facts into compelling materials is essential in
communicating effectively in today’s digitally-dependent, research-driven and
good news is we are working more closely with ARDA’s International Foundation
(AIF) to identify travel habits, vacation preferences, travel experiences, and
vacation benefits (among other topics) that can be used to help position the
timeshare experience effectively to different demographics and potential
consumers across multiple channels. We are integrating these findings into
infographics, blog topics, social posts, press releases, and as core content
for all our communications.
While ARDA may be in the early stage of this effort, Orlando’s Economic
Development Commission (EDC) is in the middle of a multiyear campaign of its
own to change the perception of Orlando as more than a vacation destination. At
ARDA World, Jennifer Wakefield, vice president of Communications and Marketing
at the EDC, presented on how their campaign “Orlando. You don’t know the half
of it” is doing—she shared many good tips and lessons learned!
EDC first conducted research to determine perceptions about Orlando and created
a 40-person committee of business leaders to help identify its mission and
guide the strategic plan. The integrated campaign targeted local influencers
and utilized paid elements, media partnerships, business promotions, national
PR, social and online efforts, and stakeholder engagement for the initial
launch, followed by a sustained PR effort. Their performance indicators are
being measured through awareness, engagement and submissions for business investment,
and they are well on their way to success! To find out more about this
campaign, read here.