Major new Orlando ad campaign

[SimonV]

The Orlando Convention & Visitors Bureau (the main tourism agency for the Orlando area) has just announced they will be launching a major new advertising campaign in the UK this autumn to attract more British visitors next year, as they are spooked by reports of a slight drop in UK visitor figures for 2006. They are planning a whole TV ad campaign, plus major features in the Mirror and News of the World, to try to drum up business.

This raises several key issues about holidays to Orlando/Florida/the US. Do you think an ad campaign is likely to attract you (or, more importantly, your friends) to think about an Orlando holiday in 2008? Or are you already decided one way or the other?

My thoughts are this campaign is probably not aimed at people here, who already know Orlando well and are already planning a holiday in 2008, but at those who haven't yet been and might be attracted to Florida instead of the Canaries, Spain, the Caribbean, etc.

I'm not sure the autumn is the right time for a campaign like this, but I will be very interested to hear what other people think, and if it will have any significant impact on visitor numbers.

The latest report we hear is that UK tourism in 2006 was about 2.8% down on 2005 (about 28,000 people less), which is obviously not huge numbers but is an unusual trend given the steady rise in recent years (except in the aftermath of September 11).

We're not convinced that there is much of a drop-off, if there is a drop-off at all, as our own figures (book sales, planners, discussion forums, etc) show the demand is as strong as ever. We speculate that more people are travelling independently and, therefore, not showing up on the official visitor figures (the Orlando CVB don't even know how many holiday homes there are in the area, for example), as Florida is such a mature market that the repeat visitors know what they want and how to book it without tour operators and travel agents.

Several tour operators have reported downturns in their Florida business (and several have cancelled their winter flight programmes later this year), but I would be very keen to hear what other people feel about whether they are keen to return; what good an advertising campaign will do; and if they think there IS a trend to move away from Florida holidays (what do your friends and other people you talk to think about it)?

Answers on a postcard, please.....................!

 

[wilma-bride]

There is an ongoing discussion on this over on the Community Board

http://www.disboards.com/showthread.php?t=1450202

 

[AlanUK]

I think the question Simon is posing here is slightly different from the one being discussed on the Community Board which seems to be centered around the possible introduction of a charge for the Visa Waiver Scheme.

 

[Goofysmate]

I think that climate change is playing it's part too, as we are being told that flying is now a big no no .

I've planted two trees in my garden and in the process of thinking about the thrid one so i'm doing my bit to help.

 

[SimonV]

I think the question Simon is posing here is slightly different from the one being discussed on the Community Board which seems to be centered around the possible introduction of a charge for the Visa Waiver Scheme.

Yes, that's right. I am more interested in what people think the impact of this ad campaign might be and what they are hearing about the reasons for people visiting the US (or not). This is a MAJOR debate for the US tourism business right now, and we fear they may be getting it wrong, which is why it is vital to hear what their actual target audience thinks.

 

[wilma-bride]

I think the question Simon is posing here is slightly different from the one being discussed on the Community Board which seems to be centered around the possible introduction of a charge for the Visa Waiver Scheme.

Apologies Simon - that will teach me to read the whole thing properly

I am afraid that, out of my family and friends, we are the only ones who choose to travel over and over to Florida. The only people we know who do travel to the US are those on here and, as you said, in your OP we all know that DISers are a 'sure thing' anyway I am inclined to agree that perhaps the 'autumn' is not the best time of year to be launching the campaign but then I suppose that they are assuming that most people plan a 'major' holiday a year or so in advance.

I think it's hard to judge whether UK visitors have dropped - although full flights to Orlando and ever-increasing prices tend to suggest otherwise to me

I look forward to seeing what they come up with.

 

[SimonV]

No worries, wilma-bride. It is an important question, along with the issue of possibly being charged as a visa-waiver visitor (which makes no snese to me at all), so as long as it is something we are debating in any way, we can continue to make informed decisions.

 

[Giddy Kipper]

From the families I know through my childrens school(very small village school), I would say its been a bit of a domino effect...Once one family has been in a class then others seem to follow...Thats how we started going ..(now 3rd time in 5 years)...I know of 3 families going in the next couple of months not including us..all first timers...I always thought historically people booked holidays after xmas or is that something holiday companies have told us...As for us I`d book it anytime come rain or shine...looking forward to the ads and offers (IF ANY)

 

[mikki.young]

I don't think more ads will make a huge difference. Special offers yes but I think everyone out there knows about Florida and is either hooked or only likely to go if the price is right.

 

[cazzie]

This year Thomson only fly to Sanford from Birmingham International once a week on a Thursday whereas before it was Thursday and Friday. I don't know whether it's an airport thing with Birmingham or whether it's because they are not filling the planes. Considering that it is the only direct flight from Birmingham it makes you wonder.

 

[UKDEB]

This quote from the Orlando Sentinel article puzzles me:

Though tallies for 2006 are not yet available, visitors-bureau researchers are projecting a 2.8 percent decline in travelers from the United Kingdom last year to 1.03 million people. A 3.4 percent increase is projected for this year, to 1.07 million.

 

[SimonV]

Basically, no-one really seems to know what the figures are at the moment (we keep being told they will be available "soon"). There have been numerous stories in the UK media about the Florida market being heavily cut, but there seems nothing serious to substantiate the stories (apart from the bleating of some of the tour operators). The US 'travel barometer' (the Travel Industry Association's latest 'know-all' system ) insists the 2006 figures will show a drop of 1-3 per cent, but the bottom line seems to be, it is still partly conjecture.

 

[Cyrano]

Simon, I think that the target time of the autumn is correct. It is after the summer holidays that people turn their attention to next years before the Xmas adverts start

Whether they know their audience well enough I'll leave that to others who know this sector better.

The issue of taxes re climate change and the passport factors of entry into USA for many may be a perceived barrier to choosing here as a destination. It definitely isn't distance compared to the usual destinations in Europe as look at the increased popularity of places like Thailand.

Most of our friends take the view that once they have visited Orlando they have done it, even though they will go to Canaries, Algarve every year

 

[Merylj]

New markets do seem to be developing - such as China and styles of holidays like all inclusive resorts.
I suppose to some they have been there and done that with Orlando and to the old faithfuls such as most on these boards, we know what we want and arrange it ourselves.
Immigration must put off a number of people, nobody wants to be denied entry after spending all that money and there are very few people who find it a pleasurable experience.
Autumn seems an odd time for an ad campaign, you would think they would have gone for New Year - just think of the Radio Times at Christmas with all the holiday ads!

 

[Claire L]

Our closest freinds would love to go to Orlando based on our holiday reports but due to jobs and financial aspects just cannot afford it! Other friends are waiting til their kids geta bit older. As for us we love Florida but we do also love other parts of the US and intend to try and do a holiday to the US once a year with hopefully another smaller holiday as well!

Claire

 

[UKDEB]

I spoke with my Aunty June a couple of days ago. She is 68 and my Uncle Brian is 70. She told me they'd just come back from 3 weeks in Orlando, where they'd stayed with my cousin, Paul; his wife, Rachel; and her parents, Doreen and Ray. In a bizarre twist of fate, Rachel is also my cousin and, consequently, Doreen and Ray are also my Aunt and Uncle. Actually, that's not strictly true, as Brian and Doreen are cousins of one another, and my Mum; so Paul, Rachel and I are all something like third cousins. Confused? I know I am!

Anyway, fascinating as I know you'll all find that, the point of my post is to express my surprise that any of them would even consider Orlando at all, but I then discover that Doreen, Ray, Paul and Rachel own a timeshare there and June and Brian have been out there with them several times over the past couple of years.

I have several more stories like this, but probably the most surprising to me is the one of the big cheese board member of the major UK bank for which I work. I attended a low key awards dinner a couple of years ago and ended up sitting next to him. He is the last person you'd expect to have Orlando on his radar, but it turns out that he visits several times a year and is obsessed with Disney, both as a holiday destination and as a business model.

I'm not entirely sure what I'm trying to say, but I am repeatedly astonished not just by the number of people I speak with who visit Orlando, but by the types of people. I think I imagine that most of my colleagues, family and friends would consider it to be a bit passe, if not an unintelligent choice. In reality, that's seldom the case.

So, what do I think about a TV ad campaign? It would have to be ultra-slick. The Disney ones are very polished and emotive. Anything less would be counter-productive. They need to be run during prime-time programmes - Eastenders, Corrie, footie, X-Factor, et al. They need to be aimed at the parents, not the kids. I'm sure I'm stating the obvious. Autumn is as good a time as any, I'd say.

 

[Claire L]

Just to add I would think advertising around mid September to late October to be the best just as the nights are drawing in and people think of the long winter ahead and booking a holiday in the sun for next summer is ideal as it goves them something to focus on and make the winter seem less dark and long!

Claire

 

[poohmadmum]

I don't think increased advertising would have much effect on visitor numbers but if they were advertising incentives/discounts then that would. Many schools are now not agreeing to authorized absences during the school term and the prices in the school holidays are just becoming silly which would prevent many families from going in the school holidays.