Downtown Orlando:

Campaign.

Background.

Downtown Orlando sought to revitalize its image and attract a wide array of visitors by launching an inclusive and multi-dimensional marketing campaign. The primary objective was to draw diverse audience segments, ranging from local and regional tourists to international visitors. The campaign aimed to appeal to day visitors, nightlife enthusiasts, theater-goers, families, couples of all ages, local residents, and individuals interested in relocating to the area.

Challenge.

This broad targeting required a nuanced understanding of the unique desires and motivations of each group. WGNR was tasked with developing a strategy that would not only increase foot traffic but also foster a deeper connection between visitors and the downtown area. The challenge was to position Downtown Orlando as a vibrant and dynamic destination for all.

Strategy.

The campaign was centered around the theme "Find Yourself Downtown," a phrase intentionally crafted to carry multiple meanings. On the surface, it served as a straightforward call-to-action, inviting people to explore the downtown area. However, it also carried a deeper, almost philosophical message, encouraging individuals to discover new aspects of themselves through their experiences downtown. This dual-layered approach was designed to resonate on both practical and emotional levels, making the campaign memorable and impactful.

Marketing Strategy Guide.

WGNR developed a comprehensive marketing plan for the following year to sustain the momentum of the campaign. This plan included strategies for continued engagement and growth, focusing on leveraging data analytics to refine targeting and messaging. The plan also emphasized the importance of expanding partnerships with local businesses and attractions. WGNR not only developed the strategic aspects but also designed, laid out, and packaged the marketing plan book, serving as both a guide and presentation material for Downtown Orlando to present to their board of county commissioners.

Tagline.

The campaign’s tagline, "Find Yourself Downtown," was carefully chosen to reflect the diverse offerings of Downtown Orlando. By emphasizing personal discovery and exploration, the tagline aimed to create a lasting impression that would encourage repeat visits and long-term engagement.

Outdoor.

Outdoor and out-of-home (OOH) advertising played a crucial role in reinforcing the campaign’s presence. Billboards and signage were strategically placed in high-traffic areas to capture the attention of commuters and visitors. The vibrant color contrasts and compelling messaging were designed to stand out and entice passersby to explore the downtown area.

Social.

Social media platforms, such as Instagram and Facebook, were leveraged to engage users with interactive content and shareable experiences. The campaign encouraged user-generated content, allowing visitors to share their own "Find Yourself Downtown" moments. This strategy not only increased engagement but also amplified the campaign’s reach through organic sharing. The hashtag #FindYourSelfDowntown served as a unifying thread across multiple media, building a sense of community and connection among visitors.

Video.

Broadcast media, including TV and radio, played a crucial role in delivering the campaign’s message to a broad audience. These channels were used to highlight the vibrant energy of Downtown Orlando, showcasing its attractions through dynamic storytelling and engaging visuals. Video content was crafted to capture the essence of the downtown experience, inviting viewers to explore and connect with the area.

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