Orlando plans biggest UK ad push
No value has been put on the promotion, which will include adverts in the autumn for the first time.
But the campaign kicks-off this weekend with two million inserts in The News of the World and The Mirror followed by an additional two million inserts scheduled for January 2008.
The broadcast portion starts on Monday for four week run in high-profile programming appealing to households both with and without children.
Networks include Channel 4; Five; GMTV; Sky 1, Sky 2 and Sky 3; Discovery Home & Health; Sky Sports; Animal Planet; Sci-Fi; Horror; Reality; UK Gold; UK Style; UK Food; Living and Living 2; UK People; Challenge; Paramount and Paramount 2; ITV2; and ABC.
Broadcast advertising will again be repeated in January for an additional four-week run.
The campaign will also be supported through the purchasing of key words on major internet search engines, consumer promotions and publicity efforts.
Gary Sain, president and CEO of the Orlando Tourism Bureau, said: “UK consumers told us they long to escape the demands of everyday life while on holiday and that they look for destinations that provide a wide-variety of activities for everyone to enjoy, leaving them rested and rejuvenated when they return home.
“The campaign is designed to evoke interest in exploring Orlando and discovering the unparalleled options holidaymakers can’t find anywhere else in the world.”
by Phil Davies
Chitra Mogul
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