Graphics Supervisor/Graphic Designer: Jen Hiatt
Downtown Orlando Marketing Coordinator: Kelly Allen
Client: City of Orlando Downtown Development Board
Awards: 2015 Saavy Award (Video), 3CMA
Goals: The mission of the City of Orlando Downtown Development Board (DDB) is to strengthen the role of Downtown Orlando as the economic, governmental and cultural center of Central Florida. The purpose of this campaign was to draw both residents and visitors to the Downtown core in conjunction with the opening of the Dr. Phillips Center for the Performing Arts and the newly renovated Orlando Citrus Bowl.
With unprecedented growth in Downtown’s entertainment sector, it became essential to educate residents and visitors of Downtown Orlando’s offerings, increase awareness of the new major developments, and extend the time people spent Downtown. The marketing team wanted to capitalize on all the new entertainment options and emerging arts scene to promote downtown as a destination for entertainment, dining and nightlife. In November 2014, the Downtown Development Board launched the Discover Your Urban campaign, a digital and print advertising campaign.
Audience: The campaign targeted Orlando residents and in-market tourists and consisted of a mixture of print, digital media, social media, television and outdoor advertising.
It showcases a reborn and revitalized Downtown Orlando and positions Downtown as a perfect place for you to uncover your urban.
The campaign spend was nearly $50,000 and reached over one million visitors and residents combined.
Content and Artwork: Like all good campaigns, the “Discover Your Urban” idea and tagline came from collaborative discussions between DDB and the Office of Communications about ways to promote downtown during a time of exciting new venue openings. Within a month of each other, both the new Dr. Phillips Center for the Performing Arts and the reconstructed Orlando Citrus Bowl opened their doors to the public. Wanting to feed off the buzz surrounding the new venues, the marketing team began to promote downtown as a destination for entertainment, dining and nightlife.
I tailored each advertisement to the publication’s audience. Ads were placed in both local and national media, as well as digital billboards, taxi toppers and a light box at the Orlando International Airport. Publications included TravelHost, Orlando Weekly, Orlando Magazine, Orlando Sentinel, Bungalower and the Dr. Phillips for the Performing Arts Center Magazine. The core message for this campaign promoted downtown restaurants, nightlife establishments and public art displays that might be visited when coming to an event at one of the two new venues.
The ads utilize DDB’s brand colors and photos that showcase the best of Downtown Orlando. I chose to represent each of the core pillars of downtown in response to the key message promoting dining, arts and nightlife. The campaign was launched in November 2014 and has been used in over 30 publications/ads.
Video: In addition to traditional advertising, a 2015 Saavy Award winning viral video campaign was launched the Multimedia team . The video showcases players from Orlando’s ECHL team, the Solar Bears, discovering their urban during their free time in Downtown Orlando. The light-hearted videos were viewed over 1500 times on Facebook and over 900 times on YouTube in the first week.