1. Marketing Objectives:
Orlando is one of the top vacation destinations that outshines many other vacation spots around the world. Brazil is the biggest country to bring visitors to Orlando within the Latin American market. To that end, Visit Orlando which is the Official Tourism Association in Orlando and the Disney Amusement Park family, Sea World and Universal Studios, work to support the Company’s goal of making Orlando the go-to destination for Brazilians.
The campaign objective were as follows:
– Maintain Orlando as the number #1 US travel destination in Brazil.
– Increase Orlando`s market share travel to the US.
– Increase the number of visitors from Brazil to Orlando.
2. Target Audience:
Orlando is a family destination and since the female is the decision maker when choosing a family trip, the target audience of Visit Orlando are women between the ages of 25-49 in the AB class with children in the household.
3. Research and Planning:
Ariadna developed a 360 platform including different Media Channels: Paid TV, Print, Digital, Influencers (content) and Social Media with the goal to make Orlando the hippest destination for Brazilians.
A. Ariadna ran a partnership with one of the most important TV channels in Brazil (Sony) and signed an agreement with one of the most recognized and talented model, Natália Guimarães, in which she traveled with her family to Orlando for a week to create content for the brand.
B. Ariadna also partnered with the top entertainment magazine in Brazil, CARAS, and brought their 6 best influencers with the target audience to spend 1 week in Orlando to generate award winning content and amplify the brand’s message. To support the influencers’ campaign CARAS implemented an aggressive takeover on their site which involved videos, banner ads, and advertorials.
C. Ariadna also signed an agreement with Twitter and the most relevant show in Brazil, Master Chef Junior, with the goal to get people involved with the show and spread brand awareness through the use of hashtags.
4. Message:
The main message was focused on having new experiences in Orlando together as a family with the campaign’s slogan: “The Never Ending Story”.
5. Results:
More than 360 spots were aired on AXN and Sony channels during Prime Time for a period of 2 months.
Through the CARAS influencers, we achieved more than 1.1M likes on Instagram. More than 23MM of impressions delivered. 591,942 Audience on the publiposts and more than 475K visitors to the Orlando Blogs in which 292K were unique visitors. Total reach of 114,418,855 (103,647,191 from digital and 10,771,664 from print), 288,302 views on 7 videos on Youtube. The campaign lasted 2 months.
On the content creation on twitter aligned with the show Master Chef Junior, we achieved: 1,165,012 Impressions and 138,060 video views during 2 months.
– Visit Orlando spots recorded highest awareness at more than 50%.
– Upon reviewing the results of the campaign, when the spots ran, we achieved:
– Total lift of 20% of overall views.
– More than 2.1 million target households in Brazil were aware of Visit Orlando’s messaging.
– 63% higher influence on visit intent
– 54% more influenced target households.
– Increase the number of visitation more than 10%.
Link to Campaign/Brand.