Orlando, Fla., is seeking to attract tourists with its first ad campaign since the coronavirus pandemic crippled the tourism industry.
Visit Orlando, a trade association that represents more than 1,100 companies across the city’s tourism industry, launched “The Wonder Remains” on Tuesday. The campaign is aimed at getting residents across the Southeast part of the country to travel to the city in the spring and summer.
The campaign is the first time since the pandemic hit in March that Visit Orlando has run television advertising promoting travel to the city, as well as advertising aimed at reaching consumers outside of Florida, the association said.
The trade group said the ad campaign will feature Orlando’s theme parks, attractions and resorts and focus on the safety measures put in place at those destinations. It will also focus on affordability.
The $2.2 million ad campaign is targeted at visitors in states like Georgia, Texas, Tennessee and Alabama, according to WESH 2.
“The Central Florida region has gone above and beyond to create a safe and sanitized guest experience,” Orange County Mayor Jerry Demings (D) said in a statement. “I believe this campaign will reach individuals who are prepared to travel to a well-prepared destination for much needed recreation.”
The tourism industry took massive hits as the pandemic forced many to shelter in place out of fear of its spread.
The trade group said that the tourism industry in the Orlando region supports 41 percent of the city’s workforce and generates an average $75.2 billion in economic impact. The group also noted that employment in the leisure and hospitality industry remains down 89,000 jobs from pre-pandemic levels.