ORLANDO, Fla. — Visit Orlando has launched a new multi-million dollar campaign to highlight all the “Unbelievably Real” things to do in Orlando.

What You Need To Know

  • Visit Orlando launches new marketing campaign in collaboration with Orlando Economic Partnership

  • The campaign, with the slogan "Unbelievably Real" will highlight things to do and see in Orlando

  • The campaign is designed to reach a wider audience: leisure travelers as well as meeting attendees and business professionals

  • Ads will highlight  theme parks, dining, and outdoor activities in the area

​The campaign launched Monday in collaboration with the Orlando Economic Partnership. A team from the marketing agency Razorfish led the creative development of the branding.

The campaign and the “Unbelievably Real” slogan is part of a push to reach a wider tourism audience, not only leisure visitors but also meeting attendees and travel professionals by putting a spotlight on everything from the area’s theme parks and outdoor activities to its top dining spots and rocket launches.

“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” said Visit Orlando CEO Cassandra Matej said in a release. “‘Unbelievably Real’ combines what is both fantastical and authentic about our unique destination, to tell a holistic story.”

The campaign debuted Monday with advertisements in key markets such as New York, Boston and Chicago. In early June, Visit Orlando will roll out branding for international markets.

The “Unbelievably Real” campaign will also have a local component as well. Visit Orlando and Orlando Economic Partnership have also launched the O.U.R. Culture Project, which stands for the Orlando Unbelievably Real Culture Project. The multi-year initiative will seek input from Orlando residents on ways to highlight the region. There will also be an Orlando sign installed for photo ops.

The first part of the O.U.R. Culture Project includes a contest where locals can upload photos for a chance to win a staycation. The contest runs through May 31.


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