Highlighting “what is both fantastical and authentic about The Theme Park Capital of the World,” Visit Orlando unveiled a new destination brand in Canada this week designed to tell a “holistic story” about America’s most visited destination.

The marketing campaign will encompass television, digital, social media and search engines and will run across Canada, as well as digital and high-impact out-of-home (OOH) advertising focused in Toronto with placements in Yonge-Dundas Square and in major malls.

The campaign’s mission is to highlight “the incredible and diverse range of attractions and experiences across the destination, embodying the unique character of Orlando” and drive traffic for the remainder of the year.

“With entry restrictions to the US lifted, it is the optimum time to inspire travel to Orlando ahead of the peak booking periods for our destination’s largest international market,” said Casandra Matej, president & CEO of Visit Orlando. “This new campaign captures the essence of our destination – if you can imagine it, you can experience it here – that’s why Orlando is ‘Unbelievably Real.’”

The campaign will roll out nationally with an emphasis on Ontario with audiences split 60/40 between families and adults traveling without kids. Digital mall boards will reach potential travellers during the busy retail season along with billboards and advertising lighting up Yonge-Dundas Square.

The campaign’s call-to-action will direct consumers to VisitOrlando.com for information on theme parks, things to do and see, dining, safety updates and more. On the website, visitors can also make an appointment for a complimentary, personalized one-on-one Vacation Planning Service with one of Visit Orlando’s vacation planning experts for advice and guidance on building the perfect itinerary.

Meanwhile, travel advisors are encouraged to complete the Orlando Travel Academy stay up to date on the latest developments in the central Florida city, plus receive special benefits such as 50% off certain theme park tickets and deeply discounted hotel rates.

Visit Orlando will also be hosting interactive agent training events in Toronto and Montreal this December.

More information on specific resources for travel professionals, including collateral, sales aids and itinerary planners can be found on Visit Orlando’s travel trade site, VisitOrlando.com/trade.