Visit Orlando — Nomadic Agency

Using Fandom to Promote Orlando on Social

How do you drive interest in the most visited destination in the U.S.? Connect with travelers on a personal level and get to the heart of why they visit in the first place. Orlando visitors come to experience the worlds they know and love, to immerse themselves in a community of people who share their passion. From #disneyphiles to #potterheads to #foodies, these visitors are united by one thing: fandom. Nomadic developed a social-first brand program that puts the fans first and highlights all there is to do in #fantasticOrlando.

In three months, the campaign garnered:

62M

Impressions

3.3M

Engagements

5.3%

Engagement Rate

30

Members Featured

Campaign Recap Video

The #fantasticOrlando campaign produced more than 3 million engagements, with an average engagement rate of 5.3%, nearly double the industry average. Here’s how we achieved those results.

The Launch

To kick off the campaign, we developed an Instagram Story introducing a variety of fan types and the wide range of entertainment options that Orlando has to offer them. We pinned the Story to Visit Orlando’s profile so it would continue to draw attention above the feed.

Fan-Based Itineraries

We needed to flaunt not only the breadth but also the depth of experiences that fans can have in Orlando. So we created a video series to target each fan type with an inspiring itinerary, including the major theme parks as well as lesser-known attractions that show there is more to explore.

Double Flips

We created a content series that visually juxtaposed 2 completely different experiences under one hashtag.

Daily Instagram Content

Utilizing the look and feel of the campaign, Visit Orlando created weekly organic Instagram stories to entertain and inform fans about what is going on in Orlando.

Organic Daily Posts

The campaign lasted throughout the summer months, and we constantly refreshed the #fantasticOrlando feed with beautiful, branded images to keep the conversation going. It gave the feeling that there is an endless list of things to see and do in Orlando.

Channel Takeover

We wrapped all of Visit Orlando’s channels with campaign imagery, including a CTA to encourage others to use #fantasticOrlando. This helped rally the fans and inspired users to share more than 1,600 posts using the hashtag.