Kissimmee - Conventions and Visitors Bureau - Print

Make More Dreams Come True Campaign

Situation

Suffering a community-wide inferiority complex, Kissimmee was positioned as the cheap way to visit Disney. But as Disney lowered prices, Kissimmee was being squeeze out of its market niche.

Solution

We saw an opportunity to raise Kissimmee’s product value by repositioning them as the destination enabling harried, stressed, guilty moms and dads to be better parents. Under the new tagline, "Make More Dreams Come True," we show parents how a Kissimmee vacation provides more of what their kids want while allowing moms and dads to spend more quality time, and less money, with their children.

Results

Our Brain Dart is revolutionarily simple and effective. Kissimmee, and particularly the major hotel area along Highway 192, has experienced an average increase in daily room rates of 13.8%, and a 15.1% jump in occupancy from the year prior. Hotel owners aren’t the only ones celebrating. Restaurants, attractions and local businesses are also feeling the impact.