Year in Review 2016 Report - 17

Global Communications
DOMESTIC AND INTERNATIONAL PUBLICITY
Visit Orlando's global publicity efforts achieved historic results
in key domestic and international markets, proactively generating
new levels of positive "earned media" coverage (as opposed to
paid advertising) from highly credible news outlets.

Orlando in January 2017. This major event led to hundreds
of stories in outlets such as the Associated Press, Atlanta
Journal-Constitution, Miami Herald, MSN.com, Newsday,
USA Today, U.S. News & World Report and Yahoo! Sports.

Promoting all that Orlando has to offer, our team was
responsible for more than 1,600 media stories featuring
in-depth coverage of dining, values, holiday activities, shopping and what's new throughout the region. These stories,
which created a record number of consumer impressions,
were made possible by publicity campaigns, outreach and
programs that also brought 175 media outlets from around
the world to experience our destination from a powerful
firsthand perspective.

To increase fall visitation, Visit Orlando launched a new publicity
and social media campaign heralding our destination as the
"World's Halloween Capital." This position created a competitive
point of difference for Orlando by leveraging the unmatched
quantity of high-quality Halloween events throughout our region.
In just a two-month period, this campaign produced more than
160 million consumer impressions.

Our team secured coverage for Orlando in prestigious U.S.
media outlets such as USA Today, The New York Times, U.S.
News & World Report, Yahoo!, Travel + Leisure, The Boston
Globe and Chicago Tribune. Internationally, the team's efforts
paid off with stories in top publications across Canada, the
United Kingdom, Brazil, Mexico and other important markets.
With much fanfare, we announced a record number of annual
visitors to Orlando, reaffirming our position as the most visited
destination in the U.S. The media announcement - made
during National Travel & Tourism Week at our annual industry
luncheon, and the first of its kind to be streamed live on social
media - also generated a record number of media stories on
Orlando's leadership position.
Another milestone for media coverage was the NFL's Pro
Bowl - announced in 2016 and played for the first time in

Additional publicity efforts were targeted to inform LGBTQ
travelers, with Visit Orlando participating in the city's "Come
Out With Pride" event and securing destination travel features
in notable LGBTQ media outlets such as the Gay Star News,
Out Traveler and GayCities.com.

Issues Management
Visit Orlando protected the Orlando tourism brand from
a difficult run of crises and issues that included the Pulse
tragedy, Zika virus and international economic concerns.
We led destination response plans and served as the
voice of the Orlando tourism community to national and
international media, consumers and travel industry clients
across the world, helping to ensure there was no lasting
negative impact to our tourism industry.

Visit Orlando | Year in Review

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