An increase in visitors in 2008 over 2007 didn’t happen by accident. The Orlando CVB’s story behind the numbers reveals campaign success.

Think the sale of Orlando as a travel destination merely happens without a plan?

Think again.

Consider the work of the Orlando/Orange County Convention & Visitors Bureau Inc., which globally brands and markets Orlando as the premier leisure and business travel destination.A lot has happened during the 25 years since the Orlando CVB opened its doors in 1984. The destination welcomed 48.9 million visitors in 2008 — an increase of 0.3 percent over 2007 — who generated approximately $30 billion in annual regional economic impact. And tourism is now Central Florida’s top employer and economic engine, with one in four residents working directly or indirectly in the industry, with total annual earnings of $17 billion.

Indeed, the Orlando CVB takes its mission seriously as the brand ambassador of the destination. The organization, a Section 501(c)(6) trade association with more than 1,200 members, is governed by a board of directors that includes representatives from the tourism industry, local community organizations, Orange County and the city of Orlando. In addition to its sales and marketing functions that focus on increasing domestic and international travel to the destination, the Orlando CVB has taken a leadership role in community involvement, such as actively promoting Orlando’s arts and cultural assets.

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Domestic Leisure Marketing

During 2008, more than 35.3 million domestic leisure travelers headed to Orlando, representing 72 percent of total visitation. The Orlando CVB has developed separate marketing programs and advertising campaigns that not only reach the target leisure audience of families, but also develop newer markets such as seniors, girlfriend getaways and couples.

An example is the current Orlando Makes Me Smile campaign, which debuted earlier this year. The brand-retail effort captures the emotional connection and relationship fostering associated with an Orlando vacation. This fall, the campaign is reaching consumers through two complementary elements: Orlando Free-for-Fall and 67 Days of Smiles. Orlando Free-for-Fall provides visitors with a wide range of “Buy One, Get One Free” deals at www.VisitOrlando.com/FallDeals. Meanwhile, the 67 Days of Smiles promotion recently selected two people, longtime friends Kyle Post and Stacey Doornbos of New York City, to experience Orlando’s more than 100 attractions and then share their daily adventures with a global audience via social media outlets like Facebook and Twitter, as well as news interviews.

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Meetings and Conventions Marketing

While Orlando is duly noted as the top-ranked family vacation destination, what may be less known is that it’s also a major player for meetings, conventions and trade shows. With Orlando competing directly only with Las Vegas and Chicago, more than 10.2 million business travelers — or 21 percent of total visitation — arrived here during 2008. A marketing campaign, called Where Creative Minds Meet, was created last year by the Orlando CVB, tapping into creativity as a way to set the destination apart from its competitors. The effort positions Orlando’s new and existing infrastructure, distinctive dining and shopping options, as well as its uniquely creative atmosphere as being influenced by the innovative spirit of the destination.

With the economic downturn continuing in 2009, some corporations, associations and government groups have canceled their meetings in Orlando and other destinations, whether based on actual budget constraints or public perceptions regarding travel. The Orlando CVB is now including additional messaging within the Where Creative Minds Meet campaign that also positions Orlando as an affordable and accessible location to hold a meeting or convention.

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International Marketing

The 3.4 million international guests that traveled to Orlando in 2008, a 7 percent slice of overall visitor volume, are highly prized because they tend to spend more on average than U.S. residents while on vacation. Though the United Kingdom leads with 959,000 visitors, followed closely by Canada at 940,000, travelers arrive in Orlando from all over the globe. This includes Germany, Japan and especially Latin American countries like Argentina, Brazil, Mexico and Colombia.

The Orlando CVB maintains pressure on these markets throughout the year. Cooperative marketing efforts were launched earlier this year in the United Kingdom and Canada, including television advertising partnerships and publicity programs. Extra attention is also being paid to Latin America during 2009. An integrated mix of co-op advertising programs, promotions, in-country consumer publicity, trade show presence, press trips, media missions and travel agent training is being utilized to drive visitation from Argentina, Brazil, Colombia and Mexico.

Editor’s note: To learn more about the way the destination is globally marketed to domestic and international travelers, visit www.orlandoinfo.com/cvb.