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