In order to bring Orlando to life in a way that transcended the other iconic brands it is known for, we set out to position the destination against a core human value and tap into a latent desire in today’s “to do list” society. Playfulness.
Orlando is filled with fantastical environments that transport visitors out of the “real world” and into a “story.” It’s a place rooted in creativity and which inspires incredible stories for all those who visit. After all, travel is all about telling “the” story. A tale of the places we’ve been, the people we’ve encountered and the experiences we’ve had. The very best experiences have the power to stay with us forever. So we established the Never Ending Story platform to celebrate and share the unforgettable moments that unfold every minute in Orlando.
User-generated content (UGC) was integral to the campaign and a social sharing component was created, encouraging consumers to submit, view and share their most memorableÂ “stories” in Orlando via OrlandoStories.com.Â This approach enabled BVK to bring the Never Ending Story to life organically, utilizing a cast of characters from around the world all united by this amazing destination.