Year in Review 2016 Report - 11

Global Marketing
BRANDING CAMPAIGN

TRAVEL TRADE EXPOSURE

Visit Orlando continued to identify innovative ways to brand
the Orlando region around the globe, raising strong awareness
in our core markets and travelers' intent to visit the destination.

Visit Orlando also took our destination story to key international
markets, working closely with top tour operators.

Our new global advertising campaign, Orlando - the Never
Ending Story®, showcased the emotional connection and
special memories our visitors experience when they visit our
destination. We narrated this story through new, editorial-style
photography and videos that targeted our largest domestic
markets in addition to Brazil, Canada and the United Kingdom.
The campaign, which rolled out on all media platforms, has
become the most successful in Visit Orlando's history.

In 2016, we conducted travel trade activities in 15 countries,
participating in trade shows, sales missions, cooperative
campaigns and training programs that educated more than
28,000 travel trade professionals to promote our destination.
Additionally, a new international market was opened to Orlando
in 2015 when Emirates added direct flights from Dubai. For
the first time, we attended the Arabian Travel Market in 2016,
showcasing our destination to travel trade professionals from
the Middle East and Asia.
We also held one-on-one meetings with hundreds of travel
trade professionals at IPW's 2016 international travel show.
More than 6,000 delegates representing over 70 countries
attended the show. Orlando was well-represented with a village
of exhibits from Visit Orlando member organizations. As IPW
occurred a short time after the Pulse nightclub tragedy, our
presence at this important international event provided a timely
opportunity to reassure the global travel industry community
of Orlando's commitment to safety and thank them for their
support.

Visit Orlando | Year in Review

11



Table of Contents for the Digital Edition of Year in Review 2016 Report

Table of Contents
Year in Review 2016 Report - Cover1
Year in Review 2016 Report - Cover2
Year in Review 2016 Report - 1
Year in Review 2016 Report - Table of Contents
Year in Review 2016 Report - 3
Year in Review 2016 Report - 4
Year in Review 2016 Report - 5
Year in Review 2016 Report - 6
Year in Review 2016 Report - 7
Year in Review 2016 Report - 8
Year in Review 2016 Report - 9
Year in Review 2016 Report - 10
Year in Review 2016 Report - 11
Year in Review 2016 Report - 12
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Year in Review 2016 Report - 15
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Year in Review 2016 Report - 17
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Year in Review 2016 Report - 19
Year in Review 2016 Report - 20
Year in Review 2016 Report - 21
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Year in Review 2016 Report - 24
Year in Review 2016 Report - Cover3
Year in Review 2016 Report - Cover4
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