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Orlando Campaign Focuses On Disney, Universal

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NEW YORK--The Orlando/Orange County Convention and Visitors Bureau launched a $5 million TV and print campaign Thursday targeting Central Florida's No. 1 source of income: tourists.

The spots, from Cramer-Krasselt, Orlando, highlight such attractions as Disney World, Universal Orlando and SeaWorld with scenes of parents playing with their kids. The tag: "Family time, family place."

The TV ads will run through Nov. 25 on local stations in regions within driving distance of Orlando, according to Bill Peeper, executive director of The Orlando/Orange County Convention and Visitors Bureau. Print ads will appear in newspaper travel sections beginning Sunday.

He said that the Visitors Bureau hopes to increase the $7 million ad budget allotted for the year, which is separate from the advertising dollars spent by Disney World and other local attractions. By comparison, he said the Las Vegas Visitors Bureau spends about $50 million in advertising.

"We need to begin strategizing how to put together a broader, regional effort...to get the farthest reach out of the money we have," Peeper said.