KISSIMMEE, Fla. - The tourism sales and marketing arm of Osceola County, Florida, has re-branded itself to better align with the destination's strategic goals and to reach the new generation of travelers.
The county tourism promotional agency's new name, "Experience Kissimmee," is a call to action to travelers planning to visit Central Florida, said Experience Kissimmee Executive Director Shelley Maccini.
"Today's traveler doesn't simply want to stay in a destination. They want to experience a destination," Maccini said. "Our mix of attractions and accommodations, proximity to the theme parks, natural attractions and smaller entertainment offerings are perfectly suited to giving visitors the involvement and exploration they want in a vacation destination."
The re-branding is expected to connect with the consumer on a personal level and help communicate the uniqueness of Kissimmee to current and future generations, setting up the destination for the years to come. Research suggests that when it comes to travel, decision makers range in age from mid-20s to 40s and tend to look for destinations that offer more options and a variety of experiences.
The new name also comes with a new logo and branding campaign with a fresh and modern look that will be executed domestically and internationally. The rollout will take place in December 2012 and continue into 2013, touching all markets including domestic leisure, sports, meetings and international.
Experience Kissimmee as an organizational name was chosen following a survey shared with Kissimmee tourism industry partners and consumers. "Experience" was the word that resonated most.
Travelers to Kissimmee want to feel like welcomed guests and research showed that "happiness" is the most relevant word to describe a successful vacation. Most people who pick a vacation in Orlando arrive for the attractions experience, which fits the Kissimmee brand: Authentic, Unexpected, Fun, Friendly, Relaxing, Convenient, Affordable, Peaceful, Exciting, Satisfying and Sincere.
Osceola County established the Kissimmee-St. Cloud Convention & Visitors Bureau in 1978 to handle tourism promotion. In the decades since, Kissimmee has gained acclaim among travelers around the world for its diverse slate of accommodations and attractions at the doorstep of Walt Disney World Resort.
Today, Kissimmee hosts about six million overnight visitors annually, many of whom visit as a direct result of sales and marketing efforts of Experience Kissimmee's 49-person staff.