Orlando CVB Case Study

Challenge.

Given the brand position of “Where Relationships Thrive,” Push was charged with creating an iconic campaign for the Orlando Orange County Convention and Visitors Bureau (OOCCVB) that captured what Orlando means to the millions of visitors that choose it as a vacation destination.
Strategy.

Push began the project by focusing on the emotional aspect of the brand position. Orlando is a destination that attracts millions because it is known as a fun-filled place to vacation. Regardless of age, gender, nationality, you-name-it, people come to Orlando for a vacation filled with happy, memorable moments. The end product of those moments, as well as thriving relationships, just happens to be one of the most powerfully telling icons of enjoying ones self—the smile—Orlando makes vacationers smile. It’s a simple idea, with powerful results. When you know your vacation is going to end in smiles, you know where you’re going on vacation.
Results.

Through Push's efforts, the OOCCVB received much acclaim for the Orlando Makes Me Smile campaign including a 10% increase in visit to their website for the fall. They also performed an Advertising Tracking Study that showed both awareness and intent to visit the destination increased by 15% and 30% respectively from the previous year.

The OOCCVB needed something iconic to define Orlando's position as one of the world's top travel destinations.
Part of our inspiration.
The Smile Manifesto
The Brand Essence video
Taking over Union Station in Toronto
TV sample

Push.