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Orlando tells 'its story' way better than the Tampa Bay area does



Robert Trigaux in this morning's paper:

Orlando is tourism, right? That's one metro area with no obvious problem with branding itself. Orlando is Disney is Universal is SeaWorld. … What could be simpler? Such a powerful brand made Orlando a worldwide destination.

Except Orlando no longer wants to be known only as a theme park playground. That's why the Metro Orlando Economic Development Commission is unveiling a new branding campaign that includes this slogan:

Orlando. You don't know the half of it.

Clever. It says Orlando has a whole other half to its identity beyond tourism. New branding opens the door for Orlando to market other pieces of its economy. Like its Lake Nona medical complex. Or on-the-rise University of Central Florida. Or Full Sail University, which offers entertainment and media degrees. Or its defense industry.

One mock-up from the branding campaign features an image of a medical researcher with the text, "Fantasy, meet reality." Another depicts a modern office building and the words, "Our home is more than our castle."

[Last modified: Tuesday, January 21, 2014 9:00am]


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