Case StudY

Visit Orlando

Visit Orlando is The Official Tourism Association® for Orlando, the most visited destination in the United States, the Theme Park Capital of the World, and the No.1 meeting destination in the country.

Visit Orlando is a not-for-profit trade association that brands, markets, and sells the Orlando destination globally, representing more than 1,600 member companies comprising every segment of Central Florida’s tourism community.

SERVICES WE PROVIDED

Strategic planning, Social media strategy and plan, Content calendar development, Monthly theme development, Social UGC content, social media advertising. Video development and editing. Photography, Creative services, Reporting and data visualization.

The Challenge

Revamping Social Media Presence to Drive Orlando Tourism

Visit Orlando came to Chatter Buzz in search of guidance and management to improve their social media and digital advertising. Previously, Visit Orlando was unable to reach their KPIs. The organization also had not recognized its brand identity and was in need of a creative and exciting overhaul to stand out to its target audience.

Their content lacked consistency, user-generated content (UGC) was underutilized, and engagement on platforms like Instagram was minimal. To better reach potential visitors and grow engagement, Visit Orlando needed an improved digital strategy, including a new social media strategy, creative content, and structured execution.

Approach & Execution

Boosting Tourism Through Social Media Excellence

To drive increased visitors to the Orlando market through enhanced social media awareness and brand recognition for Visit Orlando, Chatter Buzz took a data-driven approach.

We analyzed target audience behaviors, identified the most effective social media channels for engagement, and implemented strategic actions designed to meet key performance indicators (KPIs).

Optimizing Social Profiles for a Cohesive Brand Identity

Redesign the face and logo of the profiles to have a more vibrant look and feel, becoming distinguishable to the public.

Maintain consistency of content throughout the page to match the brand identity, while also implementing a relatable bio to collaboratively engage any person who lands on the page.

Developed Social Strategy Monthly

Developed unique monthly campaigns and themes based on what is trending for the month. Our proposed theme was shared with the internal blogging team to keep our efforts in sync.

Created a posting strategy ensuring no links or hashtags are used within the captions and all locations and brands are identified in every post.

Drive content by developing videos, cinemagraphs, IG stories, high-resolution photography, and improved imagery and copy.

Drove Engagement By Developing UGC Policy & Plan

We created a UGC policy and started adding UGC posts on their social which achieved the most engagements.

Developed a strategy and executed the collection and posting of user-generated content, rebranded all social creatives by enhancing the quality and variety of posts, and created a comprehensive process for implementation.

Staying On Top Of The Algorithm Through Social Videos

Social audiences crave video, and when creating original content we can control the narrative and entertain a large audience. Posting videos for organic social with a traditional marketing aesthetic will not and does not work.

We knew that the audience was looking for fun upbeat content that is relatable and makes them feel like they can do it too. This helps establish a more dedicated fan group and makes your brand more trustworthy from a social perspective.

Cinemagraphs are a great way to bring still images to life. For the first time with the brand, we created cinemagraphs. An integrating, fun, upbeat auto-looping feature to video, this type of content drove high engagement and retained the viewer’s attention. Another key advantage of utilizing Cinemagraphs is that they assist social post ranking by working with Facebook’s algorithm for video.

We deployed our video and social team to be at each location taking videos and cinemagraphs to use throughout the quarter.

Ran Social Advertising for Maximum Reach

To further boost visibility, we utilized paid social advertising to promote posts and maximize engagement. By targeting both national and international audiences, we ensured Visit Orlando’s message reached the right people, driving increased visitors to the city.