Experience Kissimmee unveils new destination branding for 2017
The turn of a new year often brings to mind new beginnings and for Experience Kissimmee, the travel and tourism authority for Osceola County, the new year means just this – a whole new way to look at the destination.
Last evening, a room full of industry partners gathered for a special “New Year, New Kissimmee” event at the Embassy Suites by Hilton Orlando Lake Buena Vista South where the Experience Kissimmee executive team revealed its new logo and brand positioning statement “We Make Vacations”. The new elements will be central to the organization’s ongoing global marketing initiatives in 2017, from leisure and social groups to meetings markets.
“The travel research we commissioned in 2016 made it clear that we needed to change the way we position Kissimmee in the global travel landscape,” said Experience Kissimmee President and CEO DT Minich. “What we unveiled today has been carefully crafted to better define the multitude of experiences we offer and more effectively communicate those experiences to appeal to future generations of travelers. Kissimmee has evolved dramatically over the past few decades, as must our marketing.”
According to Minich, the “We Make Vacations” message encompasses Kissimmee’s most enduring and essential attributes. “A lot has changed since the opening of Disney in 1971. We’ve grown from a handful of small hotels and roadside attractions into a global gateway with one-of-a-kind adventures. And through it all, our focus has remained the same – vacations. It’s what we’re made for. Our location, charm, abundance of options, and status as world leader in vacation rental homes gives us a unique ability to create vacations that will be remembered for a lifetime.”
In addition to the new positioning statement, Experience Kissimmee now has a new logo designed to convey the destination’s dynamic spirit. The new logo maintains the script look of the existing brand, but takes on a more modern whimsical feel and a vibrant color palette was added to complement the man-made and natural treasures found in Kissimmee. The flexibility of the brand, specifically the “We Make Vacations” tag, allows the organization to showcase partners both big and small, while representing the many offerings of the destination.
At the Jan. 12 industry event, executives also showcased Experience Kissimmee’s 2017 Destination Magazine, which now incorporates the new brand messaging. This year, 300,000 copies of the magazine will be sent to travelers who request information when planning a trip, and will also be distributed at VISIT FLORIDA Official Welcome Centers, handed out at tradeshows and conferences by Experience Kissimmee team members, and made available at key locations and events throughout the Kissimmee area.
“In addition to putting a genuine, friendly face on the destination, we’re going to showcase vacation heroes – some of our real life visitors sharing their vacation experiences in Kissimmee in the moment,” stated Minich.
About Experience Kissimmee
As the official tourism authority for Osceola County, Experience Kissimmee oversees the sales and marketing promotion for the destination. The area welcomes an average of more than 7 million visitors overnight from all over the world, offering convenient access to area theme parks and a host of natural adventures such as airboat rides and zipline safaris. Kissimmee also is the Vacation Home Capital of the World®, boasting a wide variety of home-away-from-home units among its more than 50,000 total lodging options that also includes luxury resorts, comfortable hotels and more.