As one of five counties surrounding the Orlando/Orange County metroplex, Seminole County has to fiercely compete for their share of the 55 million annual tourists. To do so, Seminole County had to define itself distinctly from Orlando and other neighboring counties, while positioning itself as a complementary adjunct to the Orlando theme park experience. During consumer research, our strategic team found a unique consumer insight that resonated with our target audience. Seminole County offers families a real and natural eco Florida experience while visiting the artificial theme park experiences of Orlando. Based on this insight, our creative team developed a 360-degree integrated campaign positioning Seminole County as the Wild Side of Orlando. The results? The campaign was successful beyond our wildest dreams. Occupancy jumped 21.1% over the previous year, surpassing Orlando’s growth. To make things even wilder, the creative work won 14 medals from worldwide festivals, including gold for best TV, best branded videos, best digital, best transit, and the best integrated campaign of the year. And if that wasn’t enough, the 360-degree campaign won Best of Show at Visit Florida’s 2013 Flagler Awards.