Take Your Brand On The Road

The Orlando Convention & Visitors Bureau wanted to reinforce Orlando’s image as a premiere location for conferences and business events. They turned to TBA Global to help them reach conference and event planners in target markets Chicago, Washington D.C., and New York City.

Originally planned as a mobile vehicle tour, we came up with a different strategy.

We convinced the Orlando CVB to create an immersive atmosphere to encourage networking and spur creativity—a trait that’s central to meeting and event planners.

To achieve this, we selected a chic (but relatively undiscovered) event space in each city to host an upscale reception. Each showcased fabulous re-creations of masterpieces, but with iconic Orlando people and places. The creative centerpiece was the “Creatvitree,” the glittering, ten-foot tall steel tree which offered Orlando-inspired event ideas as its fruit.

As the reception concluded, guests attended two creative sessions to help them break from traditional ways of thinking and to generate new ideas for the meetings and events they plan.

Afterwards, the vice president of sales and services for the Orlando CVB noted “Every follow-up conversation we have had with attendees mentioned that the event reignited their imagination and expanded their thought process, and that they now think more creatively about what they can do with their own meetings. The event got people to think about Orlando in a way they did not before. With the help of TBA Global, the approach we took helped create better relationships and partnerships between our suppliers and attendees.”

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