Published on Monday, March 4, 2013

Experience Kissimmee: Rebrands ready for the future of UK travel

Experience Kissimmee, the tourism sales and marketing arm of Osceola County, central Florida, has recently undergone an exciting rebrand. The rebranding aims to address the strategic goals of the destination and target a new generation of travellers through a UK promotional campaign.

The refreshed name accompanies a new bright logo that boasts a fresh and modern look that is being rolled out in the US and leading international markets including the UK.

Experience Kissimmee's name was chosen following an in-depth study with leading travel industry insiders and key consumers with the word 'experience' ranking the highest with Kissimmee. Aside from the neighbouring theme parks, Kissimmee boasts a number of outdoor adventures and family fun activities from adrenaline-filled zip lining and air boat rides to eco-friendly safaris and nature centres to spas, shopping and a wide range of dining experiences.

Research has shown that when it comes to travel, decision makers range in age from mid-20s to 40s with a focus on destinations that offer more options and a variety of experiences. The rebrand is expected to better connect Kissimmee with its annual 6million worldwide visitors and communicate the key selling features of the destination to future generations.

Experience Kissimmee Executive Director Shelley Maccini said: "Today's traveller doesn't simply want to stay in a destination; they want to experience it. Our mix of attractions and accommodations, proximity to the world-famous theme parks, natural attractions and smaller entertainment offerings are perfectly suited to giving visitors the involvement and exploration they want in a holiday destination."

Osceola County established the Kissimmee-St. Cloud Convention & Visitors Bureau in 1978 to handle tourism promotion. In the decades since, Kissimmee has gained acclaim among travellers around the world for its wide range of accommodation options and attractions at the gateway to Walt Disney World Resort.

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Editor's Notes

Kissimmee is the Central Florida destination for holiday travellers. Located minutes from the Orlando area and world famous theme parks, Kissimmee boasts a complement of accommodation choices to include spacious self-catering rental houses, luxury resorts and villas and famous brand hotels.

Beyond the theme parks, visitors can enjoy championship calibre golf, dinner and a show, and memory making experiences at a number of man-made and natural attractions. Kissimmee's a favoured destination to experience the best of Florida's sun and fun. Go to www.destinationkissimmee.co.uk.

For further information on Experience Kissimmee, please contact:

Fiona Pettitt, Press Officer

Laura Mason-Byers, Press and Communications Officer

Email: [email protected] / [email protected]

Tel: 08456 020 574.