Mom knows best, says the Orlando/Orange County Convention & Visitors Bureau, which is turning to marketing the destination to women.
A new $68 million, two-year marketing campaign is aimed at women 25 to 54 with annual incomes of $50,000 and more.
Those are the key decision makers when it comes to family travel, say CVB officials.
Also new is a campaign targeting Hispanic and African-American families — another niche that would be receptive, according to research done earlier this year by Harris Interactive.
The new campaign was guided by the industry in a collaborative effort, said Jose Estorino, marketing vice president for the local bureau. He stresses the extensive research behind the campaign’s key points and the involvement of every tourism business segment.
Central Florida’s plan to spend $34 million a year for two years is a giant step up from the roughly $9 million spent in 2006. The new campaign is being funded from revenue generated by Orange County’s new sixth cent of resort tax, which went into effect last October.
Report by David Wilkening
