Audience amusement

How Visit Orlando brought real theme park thrills to life

To promote Orlando, Florida as a must-see destination, Visit Orlando rolled out its new “Unbelievably Real” campaign during the US Travel Association’s IPW Conference at the Orange County Convention Center. Orlando offers an abundance of thrilling theme parks and outdoor activities, along with top dining spots and out-of-this-world space exploration. So, how do you promote impactful outdoor adventures at an indoor event that generates excitement? And how can you effectively connect with travel partners, the international tourism audience, leisure visitors, and other companies looking for the perfect host city for their events? The ask: • Life-like roller coaster • Showcase “Unbelievably real” videos in-booth • Partner meeting spaces • Outstanding amusement park experience • Utilize local Orlando vendors

Creating a two-hands up attraction

Challenge

Executing this vision may have thrown some for a loop, but the Freeman fabrication experts tracked the goals with… • Tall structures designed to catch eyes all across the show floor • Creative lighting design illuminated the booth's orange entry arches with "magical pixie dust." • Lighted roller coaster track overhead • Hands-up, eyes-open, big-smiles roller coaster photo op • 18’ curved LED back walls to feature Unbelievably Real campaign videos • Seamlessly integrated turnkey meeting spaces for private and semi-private conversations

Exhibit engagement — right on track

The event created opportunities for local jobs and served as a true community-building experience — both because of the local products featured and because of the totally local workforce setting up and working the show.

High-impact community building

27M+

Impressions on NAB Social campaign

The goal social media engagement rate

Want to create thrilling and impactful moments with your events? Find out how

Results

Case study

Solution

Audience amusement

How Visit Orlando brought real theme park thrills to life

Case study

Two black girls, one around 2-4 and the other 8-11 pose together for a photo in front of a light blue LED display.

24%

Of attendees came from abroad

11%

Increase in new followers on all social media channels

Two white women pose with their hands up at a blue rollercoaster photo op .

An image of the Visit orlando booth at IPW. We can see a prop roller coaster, a table with orange chairs, in front of it, and an orange arched wall with a moving image of the Cinderella Tower at Walt Disney World to the left.

An entryway to the Visit Orlando Booth with an Orange arch and a purple faux coaster track. There are twinkling stars along the archway.

People walking around the visit Orlando booth. We can see sets of tables and chairs, each numbered.

"This show (IPW) represents about $400 million in future business for Orlando and $5.5 Billion in future travel to the US. IPW was the perfect opportunity to put Orlando in the spotlight."

Casandra Matej President & CEO | Visit Orlando

"This show (IPW) represents about $400 million in future business for Orlando and $5.5 Billion in future travel to the US. IPW was the perfect opportunity to put Orlando in the spotlight."

Casandra Matej President & CEO | Visit Orlando

Shane Metcalf Global Creative and Campaigns Director | AMD