Visit Orlando and the Orlando Economic Partnership have joined their brain trusts and given birth to a new branding campaign for the region that they’re calling “Unbelievably Real.”

The new Unbelievably Real platform is the first time the two organizations have cooperated on a campaign together and they said via a prepared release that they think it really speaks to all audiences.

“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” said Casandra Matej, president and CEO of Visit Orlando. “Unbelievably Real  combines what is both fantastical and authentic about our unique destination to tell a holistic  story.” 

The campaign was created by Florida-based marketing agency, Razorfish (Website) which served as the lead creative, and will showcase tourism-focused activities that include theme parks and attractions, dining, and outdoor recreation opportunities in TV commercials, and digital and social channels to promote summer and fall travel to Orlando. You can scroll down to see some examples of the creative.

A mural was also commissioned featuring the work of Orlando-based artist Clark Orr (of Hellcats fame), which will be inspired by the brand and featured on a wall in Brooklyn through the end of July.

The organizations will be hosting a giveaway through the month of May where residents can submit photographs of what they feel is “Unbelievably Real” about Orlando for a chance to win a staycation at Disney World. Entries must e submitted by May 31, 2022, via THIS LINK.


Brendan O'Connor

Editor in Chief of

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  1. Orlando based? Maybe Visit Orlando and OEP need to engage agencies that actually take root in Orlando/Central Florida. I get you have to kiss their ass, Brandon, but this unremarkable campaign could have been hatched by any number of creative agencies locally….and exceeded ‘Real.’ WTF does ‘Real’ even mean? You really think that will drive investment/traffic into our economy? Another low intellect campaign that sounds the part. On the flip side, thank you for sharing. Best M