Gen-X, Millennial Tourism Opps: Visit Orlando picks up marketing VP, launches ad campaign (Score 25)

Sales lead: Reach out to offer ad space & agency services. 

• Visit Orlando (VO) named Kathy Brown marketing VP in October 2023.
• Brown most recently served as marketing & brand activation lead of J&J Learn at Johnson & Johnson.
• In her new role, Brown is responsible for domestic & international marketing strategy and campaign development.

In other news:

• VO just launched its fall marketing campaign, which is scheduled to run through November.
• It is being supported through TV, social, search, and digital.
• It also rolled OOH ads in New York City, Philadelphia, Boston, Chicago, Atlanta, Dallas, Houston, Washington DC, Detroit, Minneapolis, Indianapolis, Charlotte, and Baltimore. 

Target demographic: Gen-X & millennial tourists

The organization will likely:

• Ramp up ad spend 
• Experiment with new ad channels
• Seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: VO spent about $1m on national TV ads YTD, just 30% of the $3.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 47% from $2.7m in 2021 to $3.7m in 2022. 
• Ad programming: It placed ads during programming such as Family Feud, Good Morning America, Today 1, GMA3: What You Need to Know, and The Price Is Right. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: VO spent around $2.6m on digital display ads YTD, just 60% of the $4.3m spent in this channel during the same time period of 2022. 
• YTD data: 338.8m impressions via Facebook (44%), desktop display (26%), Instagram (15%), mobile display (7%), YouTube (6%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend fell by 20% from $6.4m in 2021 to $5.1m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as facebook.com, instagram.com, expedia.com, youtube.com, and hotels.com. It placed 5% of these ads through multiple indirect channels onto sites such as hotels.com, madamenoire.com, expedia.com, parents.com, and tripadvisor.com. 

Additional channel insights  

• Vivvix: VO also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Get in touch with the new marketing VP to pitch your services. 
• Current roster:
  • ICON International: media AOR