One of the key takeaways from the trip, which triggered the launch of the region’s branding initiative, was that the branding language was consistent across all the regions' audiences: business sectors, educators, economic developers, elected officials and citizens.
In October 2012, Mayor Jacobs hosted Orange County’s Branding Summit and announced that the Orlando Economic Development Commission (EDC) would lead the new branding initiative through a regional branding committee consisting of local business leaders familiar with the region’s economy.
In October 2012, Mayor Jacobs hosted Orange County’s Branding Summit and announced that the Orlando Economic Development Commission (EDC) would lead the new branding initiative through a regional branding committee consisting of local business leaders familiar with the region’s economy.
The $210,000 funding of the initial phase of the initiative came from the EDC’s Governor’s Council.
$3 - $4 million per year over a three year period is the projected need to launch the next phase of the branding initiative, which includes print, advertising, commercials, collateral and other marketing materials within an overall marketing plan.
Launched to the public in Fall 2014, Central Florida's branding initiative "Orlando. You don’t know the half of it" is designed to boost awareness of Central Florida's businesses and innovation assets among targeted industry leaders and site selectors to encourage economic development and job creation.
It's not about tourism.
Research conducted by the branding committee revealed that the Metro Orlando region’s messaging did not resonate with corporate executives outside Central Florida and business relocation decision makers. One of the initial goals of the branding initiative was to position the region as the ideal place to do business for C-level executives and site-selection consultants in targeted domestic and international markets.