Orlando’s branding effort shows full potential of city

You Don't Know the Half of It launched after the city realized its brand "was positive, but somewhat limiting in terms of what we really are as a region."

Company: Orlando Economic Development Commission
Campaign: You Don’t Know the Half of It
Agency mix: Anson-Stoner (advertising); Development Counsellors International (PR); Deeb Studios (production); Cox Media Group (SEO and SEM)
In-house team: Rick Weddle, president and CEO, Orlando Economic Development Commission (OEDC); Ken Potrock, SVP and GM, Disney Vacation Club and Adventures by Disney; Teresa Jacobs, mayor of Orange County; Buddy Dyer, mayor of Orlando; Jennifer Wakefield, VP of marcomms (OEDC); and Laureen Martinez, senior director of marcomms (OEDC)
Budget: About $1.5 million per year for three years

While Orlando is known for tourism, most people – including residents – are unaware of its diverse industries and booming business sectors, which is why city officials are working to educate the public on everything the city has to offer.

You Don’t Know the Half of It launched in March after the city realized its brand, "was positive, but somewhat limiting in terms of what we really are as a region," says Teresa Jacobs, mayor of Orange County.

To kick it off, more than 30 Orlando leaders went to New York City in March to pitch media and executives. Ken Potrock, SVP and GM of Disney Vacation Club and Adventures by Disney, who is heading the initiative, says the idea is to target residents, C-suite executives, and those who make decisions about relocating businesses or clients.

"A third of the time we were in the consideration set [of markets] on a big list, another third we made the shortlist, and the final section, we didn’t make the list at all," he explains.

The county hopes to bring attention to its range of industries, such as tech startups, 4,700 life sciences companies, and $6 billion aviation, aerospace, and defense industry.

The initiative aims to increase the region’s jobs by 17% in the next five years.

"Some cities do PR to spiff up a tarnished image, but that’s not what we’re doing," says Rick Weddle, president and CEO, Orlando Economic Development Commission.

Orlando, he explains, led the nation in job growth year over year in 2014 for metropolitan areas of 1 million-plus people in the labor force. In addition to television and print advertisements and social media efforts, the campaign is driving people to its site to learn about the region. 

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