About The Campaign

The Orlando Economic Development Commission (EDC) designed the Regional Branding Initiative to measure current perceptions of business targets – both in- and out-of-market – and develop a strategic campaign to get Orlando into the consideration set for business location decisions.

Learning more about what others in and out of Orlando think about the region helped drive the creative direction of the branding campaign. While the campaign primarily targets out-of-area business decision makers, its efforts also are focused on better educating Orlando residents and local influencers about what the region offers.


On behalf of the EDC, Jim Alessandro, Senior Vice President, Content Management, Walt Disney World Resort, leads a team of branding experts from throughout the region to fully develop and implement an impactful branding campaign that promotes Orlando’s advantages as a business location.


The campaign is truly a regional effort with financial and in-kind support provided by 91 partners, both from the public and private sectors.

The efforts put forth by Orlando Economic Development Commission and its partners during the first year of the brand campaign resulted in:
  • 53 percent increase in website visits
  • 50 percent increase in lead generation
  • Over 22 million paid advertising impressions
  • 69 percent increase in national media stories
  • The National Telly Award for TV ads, Florida Economic Development Council Promotional Materials Award and International Economic Development Council Bronze Awards for general purpose website and video/multimedia

Branding Around Town