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Visit Orlando launches new ‘Unbelievably Real’ marketing campaign

ORLANDO, Fla. — Visit Orlando has launched a new multi-million dollar campaign to highlight all the “Unbelievably Real” things to do in Orlando.

What You Need To Know

Visit orlando launches new marketing campaign in collaboration with orlando economic partnership the campaign, with the slogan "unbelievably real" will highlight things to do and see in orlando the campaign is designed to reach a wider audience: leisure travelers as well as meeting attendees and business professionals ads will highlight  theme parks, dining, and outdoor activities in the area.

​The campaign launched Monday in collaboration with the Orlando Economic Partnership. A team from the marketing agency Razorfish led the creative development of the branding.

The campaign and the “Unbelievably Real” slogan is part of a push to reach a wider tourism audience, not only leisure visitors but also meeting attendees and travel professionals by putting a spotlight on everything from the area’s theme parks and outdoor activities to its top dining spots and rocket launches.

“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” said Visit Orlando CEO Cassandra Matej said in a release. “‘Unbelievably Real’ combines what is both fantastical and authentic about our unique destination, to tell a holistic story.”

The campaign debuted Monday with advertisements in key markets such as New York, Boston and Chicago. In early June, Visit Orlando will roll out branding for international markets.

The “Unbelievably Real” campaign will also have a local component as well. Visit Orlando and Orlando Economic Partnership have also launched the O.U.R. Culture Project, which stands for the Orlando Unbelievably Real Culture Project. The multi-year initiative will seek input from Orlando residents on ways to highlight the region. There will also be an Orlando sign installed for photo ops.

The first part of the O.U.R. Culture Project includes a contest where locals can upload photos for a chance to win a staycation . The contest runs through May 31.

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'Unbelievably Real Orlando': Orlando's new marketing and tourism campaign

Orlando’s reveal's new global brand: ‘unbelievably real’ orlando.

Tourism officials have unveiled a new global brand to market Orlando and Central Florida to vacationers, businesses and more.

ORLANDO, Fla. - Visit Orlando and Orlando Economic Partnership unveiled a new global brand to market the area to vacationers, businesses and more – Orlando Unbelievably Real.

"It’s a collaboration that were talking to all of our target audiences of why Central Florida is the region to visit, to bring your business, were going to do so together" said Casandra Matej, the president and CEO of Visit Orlando.

City Mayor Buddy Dyer and Orange County Mayor Jerry Demings were both at the Amway Center for the announcement Monday morning. They say one targeted message to bring people and companies will mean economic growth.

"This I how we maintain jobs, we create new jobs and in fact this is how we ensure broad based prosperity for everyone in our community so nobody gets left behind," said Mayor Demings

Starting now, nationwide tourism-focused advertising will showcase the new brand, promote Orlando's theme parks, and more. A new city logo and sign are also in the works.

Visit Orlando also launched a contest, called "The Unbelievably Real Sweepstakes," where residents can upload their own images of what they feel is "unbelievably real" about Orlando for a chance to win a staycation. The deadline to submit a photo is May 31, 2022

Visit Orlando and Orlando Economic Partnership Unveil Orlando’s New Global Brand: ‘Unbelievably Real’ Orlando

ORLANDO, Fla. – Visit Orlando, The Official Tourism Association® for Orlando, and Orlando Economic Partnership, the economic and community development organization for the region, today announced the launch of one singular, comprehensive and consistent brand to promote the destination and region. The new “Unbelievably Real” brand platform is the product of a first-of-its-kind partnership between the two organizations and was developed to speak to all audiences — leisure visitors, meeting planners, meeting attendees, travel professionals, site selectors, business relocation stakeholders and talent.

“When we combine forces and invest in economic and community development and market Orlando as a destination for tourism and meetings, we can strengthen our brand identity and take the region to the next level,” said Orange County Mayor Jerry L. Demings.

“Our ability to collaborate and join forces allows us to build a better economy, a better experience and a better community for all. Collaboration is built into the DNA of our great city and region,” said City of Orlando Mayor Buddy Dyer. “Our audiences intersect and, in order to have more impact on a consistent basis, we have created a compelling message on the reasons to visit, move or start a business in the Orlando region.”

“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” said Casandra Matej, president and CEO of Visit Orlando. “Unbelievably Real combines what is both fantastical and authentic about our unique destination to tell a holistic story.”

“While we may be talking to different audiences such as vacationers, meeting planners and attendees, CEOs considering moving their businesses or employees considering a move to work for one of our companies, research has supported that this new brand can create a connection with all of these groups,” said Tim Giuliani, Orlando Economic Partnership president and CEO.

Based on research and tested with a variety of audiences, the Unbelievably Real global brand’s goal is to highlight the region in a new way that tells a complete Orlando story. A Florida-based team from the marketing agency Razorfish served as the lead creative talent to develop the comprehensive brand.

Photo: Orlando Economic Partnership.

Starting today, tourism-focused advertising showcasing everything from Orlando’s theme parks and attractions to outdoor adventures and world-class dining will run in TV commercials and across digital and social channels to promote summer and fall travel to Orlando. The campaign will also be augmented with outdoor boards in key markets such as New York, Boston and Chicago and promotional programs with NBC, Univision, iHeart and Urban1.

International audiences will follow with the rollout starting at U.S. Travel Association’s IPW conference June 4-8 in Orlando. This fall, a campaign targeting meetings planners and attendees will launch at the IMEX meetings industry show.

Future business and talent recruitment efforts will be featured on InvestOrlando.org, with new storylines and content focused on targeted industries in Orlando through the lens of Unbelievably Real. It will also drive business development meetings held in target markets like San Francisco, Chicago and New York with company executives, entrepreneurs and site selectors. New Unbelievably Real Orlando creative will be installed later this year in high-traffic venues like Orlando International Airport, Orlando Sanford International Airport and the Orange County Convention Center.

The Partnership and Visit Orlando also plan to take the united message of Unbelievably Real to New York City, reinforcing Orlando’s new movement to national media.

One of the first examples of the campaign is a mural designed by Orlando-based artist Clark Orr. Under the Unbelievably Real theme, the new mural brings to life how all aspects of the region shine, from tourism highlights like nightly fireworks and adventures on our waterways to innovative technologies such as simulation and rocket launches. The mural is on display on a painted wall in Brooklyn through July and will appear in Orlando in the coming months.

Planned as a multiyear initiative, the two organizations also launched O.U.R. Culture Project (Orlando Unbelievably Real Culture Project), to engage with Orlando residents and cultivate new methods to showcase pride in the Orlando region. Future activities will include the creation of a new symbol for Orlando and the installation of a permanent Orlando sign to become an interactive and iconic backdrop.

The first initiative in the O.U.R. Culture Project is focused on gathering images from those who know Orlando best: its residents. Starting today, Visit Orlando and Orlando Economic Partnership have launched The Unbelievably Real Sweepstakes, where locals upload images on what they feel is Unbelievably Real about Orlando for a chance to win an Unbelievably Real staycation. Entries must be received by May 31, 2022, at OrlandoUnbelievablyReal.com .

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Landmark Injunction Against USPS for Retaliation in Washington State

SEATTLE (FNN) – The U.S. Department of Labor has secured a landmark consent judgment from the U.S. District Court for the Western District of Washington in Tacoma, permanently preventing the U.S. Postal Service (USPS) from retaliating against employees at up to 59 locations in Washington state. This judgment follows an investigation by the Occupational Safety and Health Administration (OSHA) which found the USPS violated the Occupational Safety and Health Act’s anti-retaliation provisions.

Key Points:

• Investigation Findings: OSHA concluded that the USPS unlawfully fired three probationary workers in East Vancouver, Seattle, and Tacoma after they reported workplace injuries.
• Legal Action: The Department of Labor’s Office of the Solicitor filed suit against the USPS, alleging violations of anti-retaliation provisions.
• Injunction Details: The U.S. District Court issued the broadest permanent anti-retaliation injunction to date, recognizing a pattern of unlawful firings by the USPS.
• Compensation: The USPS must pay $183,732 in lost wages, interest, and damages to the three unlawfully fired employees.
• Providing equal opportunity for probationary employees who report injuries to pass probation.
• Supplying information needed to file worker’s compensation claims during orientation.
• Having HR or labor relations review all proposed terminations of probationary employees who reported injuries.
• Offering specific notice and training related to reporting work-related injuries without fear of retaliation.
• Marc Pilotin, Regional Solicitor of Labor: “The U.S. District Court has recognized the U.S. Postal Service’s pattern of ignoring its own policies and unlawfully firing probationary workers who report injuries. This retaliatory conduct must stop at once.”
• Pilotin on Broader Implications: “This landmark injunction sends a clear signal to employers that retaliation — in any form — against employees who report workplace injuries will not be tolerated. The U.S. Department of Labor will continue to enforce federal protections of workers’ rights rigorously and combat retaliation.”

This consent judgment is a significant victory in OSHA’s efforts to protect workers’ rights to a safe workplace and to report unsafe conditions without fear of retaliation.

For more information, visit OSHA’s Whistleblower Protection Programs .

ICON Park Honored with “Harris Rosen Philanthropic Award”

ORLANDO, Fla. (FNN) – ICON Park in Orlando, Florida, has been honored with the prestigious “Harris Rosen Philanthropic Award” by the I-Drive Chamber of Commerce. This accolade recognizes ICON Park’s outstanding dedication to philanthropy, enhancing both the local community and beyond. Previous recipients of this esteemed award include the Orange County Convention Center and Universal Orlando Resort.

At the recent Chamber meeting and award ceremony, attended by numerous tourism leaders, ICON Park President and CEO Chris Jaskiewicz accepted the award on behalf of the organization. Maria Triscari , president of the I-Drive Chamber, emphasized ICON Park’s significant impact, describing it as a vital pillar within the greater Orlando community.

Five years ago, under Jaskiewicz’s leadership, ICON Park was transformed into a communal hub with free admission, fostering community spirit and celebrating Orlando’s vibrancy. Reflecting on his inspiration for ICON Park’s philanthropic initiatives, Jaskiewicz highlighted his deep-rooted ties to Orlando and his belief in tourism’s transformative power.

ICON Park’s commitment to community support is exemplified through various initiatives, including lighting The Wheel in custom colors to raise awareness for causes, hosting safety training exercises for fire rescue teams, and providing observation opportunities for conservation groups. The park also offers its venue for charity events and fundraisers at reduced or no cost, and has established the “ICON Park Hospitality Scholarship” at the University of Central Florida’s Rosen College of Hospitality.

In the past year alone, ICON Park has donated over a quarter of a million dollars to local organizations and facilitated more than 80 on-site events. Looking ahead, the park continues to expand its presence with Merlin Entertainments acquiring the Orlando Eye and preparing for the return of Blue Man Group to Orlando in a new theater development.

ICON Park’s receipt of the “Harris Rosen Philanthropic Award” underscores its ongoing commitment to making a positive difference in the Orlando community and beyond, embodying the spirit of corporate responsibility and community engagement.

GoDaddy Founder Reveals Untold Story of Traumatic Upbringing, Military Service and Entrepreneurial Journey

SCOTTSDALE, Ariz. — Everybody has heard of GoDaddy, but how many people know the real-life story of the highly successful, philanthropic, and colorful man behind the company? For the first time, GoDaddy and PXG founder Bob Parsons, in a highly confessional account, shares the story of his life, from his humble upbringing to his meteoric rise as one of early tech’s pioneers.

Fire in the Hole! The Untold Story of My Traumatic Life and Explosive Success (Forefront Books, May 7, 2024) by Bob Parsons is an unflinching, yet inspirational, account of his path to success, from a hardscrabble childhood to his combat service as a U.S. Marine during the Vietnam War — and beyond.

A descendant of coal miners, Parsons grew up in the 1950s in a blue-collar, working-class neighborhood in East Baltimore. Money was tight, given his parents shared a mutual fondness for gambling and were not particularly good at it. In his book, Parsons talks about the financial struggles his family faced, as well as the emotional neglect he experienced as a boy.

He writes: “We were just getting by when Pop’s business failed … my dad racked up so much debt from gambling and credit cards that everything came tumbling down. In the end, he practically gave the business away. And, when he did, we went from not having much to having nothing. I mean absolutely nothing.”

An admittedly so-so student, he recalls the struggles he faced in learning, as well as the corporal punishment dished out by Catholic school nuns. But his early experiences reveal an innate resiliency that got him through a harrowing tour of duty in Vietnam, his early years at his first company, Parsons Technology, as well as his bold business decisions that would eventually make him one of the wealthiest people in the world. With a net worth of $3.6 billion, Parsons is No. 314 on the Forbes 400 2023 list of the richest people in America.

He’s an everyman who has made it. He’s authentic. And his reflections on life, business, and giving back are heartbreaking, heartwarming, humorous, and inspiring.

In the book, Parsons:

• Shares how he survived his grueling tour of duty in Vietnam with the U.S. Marines infantry.

• Reveals the struggles he has faced throughout his lifetime because of PTSD, as well as the efforts he has made to treat it, including novel therapeutic uses of psychedelics.

• Offers the lessons he has learned during his career, from the launch of his first business, Parsons Technology, to the creation of his present-day business empire, which includes YAM Worldwide and Parsons Xtreme Golf (PXG).

Since 2012, Parsons and his wife, Renee, have donated nearly $300 million to more than 96 charities and organizations worldwide. Having suffered from PTSD, he works to find new and effective treatments for himself and others. He strongly believes in paying it forward. And he is always moving forward, creating new companies, and re-creating himself. Fire in the Hole! encourages readers to dream big and imagine all that’s possible — even if the cards seem stacked against them.

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Visit Orlando Unveils Global Branding ‘Unbelievably Real’

May 10, 2022 by Laurie Jo Miller Farr Leave a Comment

The new “Unbelievably Real” brand platform will provide a consistent message, look and feel for marketing Orlando to leisure, meetings and business audiences

As Disney celebrates 50 years, this could be considered surprising from the place that’s built on fantasy and magic. Visit Orlando has just unveiled a new $28.5 million global branding: “ Orlando Unbelievably Real ” in collaboration with Orlando Economic Partnership .  

“The quasi-public agencies that usually promote tourism and economic development separately in Orlando on Monday announced they are joining forces to market the region together under a single brand. With a tagline of ‘Unbelievably Real,’ the branding plan will be aimed at tourists, meeting planners, conventioneers, business relocation specialists, site selectors, business owners and company CEOs,” reports U.S. News.

Television and digital ads begin Monday in New York City, Boston, and Chicago. Brooklyn gets a mural by an Orlando-based artist and a new city logo is also in the works. The campaign’s international rollout begins at IPW in June and continues at IMEX for meeting planners in the fall.

The branding will also drive business development meetings held in target markets like San Francisco, Chicago and New York with company executives, entrepreneurs and site selectors. New Unbelievably Real Orlando creative will be installed later this year in high-traffic venues like Orlando International Airport, Orlando Sanford International Airport and the Orange County Convention Center.   

“It’s a collaboration that we’re talking to all of our target audiences of why Central Florida is the region to visit, to bring your business, we’re going to do so together,” said President & CEO of Visit Orlando, Casandra Matej . “For the first time ever, our destination will have one voice, one look, one feel and one brand that we take to the market.”

“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” Matej said in a release. “‘Unbelievably Real’ combines what is both fantastical and authentic about our unique destination, to tell a holistic story.”

A team from the marketing agency Razorfish led the creative development of the branding meant to highlight Orlando’s economic strengths in digital game development and military simulation as well as tourist attractions, outdoor activities, culture, sports, and food.

The “Unbelievably Real” campaign will also have a local component known as the O.U.R. Culture Project, which stands for the Orlando Unbelievably Real Culture Project. The multi-year initiative will seek input from Orlando residents on ways to highlight the region. There will also be an Orlando sign installed for photo ops. “ The Unbelievably Real Sweepstakes ,” calls for residents only to upload their own images of what they feel is “unbelievably real” about Orlando (deadline May 31) for a chance to win a staycation.

Full press release from Visit Orlando here .

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Local News | Visit Orlando responds to interim audit: ‘No…

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Local news | mormon church seeks to annex 52,450 acres of ranchland to orlando, local news | visit orlando responds to interim audit: ‘no misuse of any funds’, county comptroller stands by his report: “facts are facts.”.

“There has been no misuse of any funds,” Visit Orlando President & CEO Casandra Matej said in a rebuttal memo to Comptroller Phil Diamond. “Every dollar, whether public or private, goes to our mission to inspire, promote, and grow global travel to Orange County for economic and community benefit, which by all measures has been extremely successful resulting in robust TDT collections.”

Diamond said Monday that his auditing team never accused Visit Orlando of misusing funds, but instead questioned some practices. The memo — which Diamond called an interim report for an audit requested by the board earlier this year — said that Visit Orlando had failed to provide complete details of how it spends millions in public money, had engaged in lobbying activities without county permission, and has wrongly treated interest on tourist-tax money as if it were privately donated.

Diamond also noted that some of the issues flagged in last week’s memo had surfaced previously in a 2019 audit of the tourism agency. He said Visit Orlando’s leadership at the time had promised to fix the problems, but they have not been corrected. Matej was hired in 2021.

“We stand by our work,” Diamond said. “Facts are facts.”

Matej’s memo offered some context and, in some cases, disagreed with the comptroller’s findings.

“There’s never been an audit where there’s absolute, complete agreement, but then both parties have an opportunity for discussion,” she said. “I want to have a good relationship with the comptroller’s office. We want to be able to utilize them as a  resource.”

The comptroller and members of his auditing team met Friday with Matej; Terry Prather, a former SeaWorld Orlando executive who serves as chairman of Visit Orlando’s board of directors; and the agency’s counsel, William T. Dymond to discuss the disagreements.

“We are committed to being good partners throughout this process,” Matej said.

Visit Orlando bends rules in spending millions in public money: audit

Diamond was asked by county commissioners during a budget debate in January to audit Visit Orlando, which receives 30 cents of every dollar generated by Orange County’s 6% surcharge on the cost of a hotel room, Airbnb rental or other short-term lodging option. A boom in tourist-tax revenues funneled $105.4 million to Visit Orlando in 2023 and $101.7 million in 2022.

Visit Orlando uses most of that money to promote Central Florida attractions to audiences in the U.S. and abroad.

Some of the issues flagged by auditors were resolved in May as part of contract negotiations between Visit Orlando and Orange County. Among them was Visit Orlando’s practice of treating interest it earns on tourist-tax money, the overwhelming bulk of its budget, as if those earnings were private funds subject to fewer rules in how they can be spent. In the contract amendment, Visit Orlando agreed to treat interest earned from TDT accounts as public money going forward.

Other issues remain unresolved, including the dispute over the agency’s lobbying activities.

In her memo, Matej said, “Visit Orlando has not participated in any lobbying that opposes stated legislative priorities of the [county commission]. Visit Orlando attended a Florida Legislative committee meeting as a collaborative effort with Orange County government providing testimony focused on sharing the value of tourism to Orange County and in partnership with Visit Florida.”

Diamond found a flaw in Visit Orlando’s argument.

“They’re saying the lobbying positions they’ve taken were consistent with the positions the county would have wanted to take,” he said. “While that may be true, their contract with the county says they have to have approval in advance from the Board of County Commissioners to take a lobbying stand, and they didn’t.”

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About Visit Orlando

Visit Orlando is The Official Tourism Association® for Orlando, the most visited destination in the United States, Theme Park Capital of the World and No.1 meeting destination in the country.

Visit Orlando is a not-for-profit trade association that brands, markets and sells the Orlando destination globally, representing more than 1,500 member companies comprising every segment of Central Florida’s tourism community.

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• North Dakota Tourism Division 2014 Travel Guide
• New Mexico State Tourism Albuquerque
• Visit Las Vegas Take Back Your Summer
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• Submit ONCE per commercial, and allow 48 to 72 hours for your request to be processed.
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