Orlando World Center Marriott | Minutes from the Magic
Located near Walt Disney World Resort, Orlando World Center Marriott is the world’s largest Marriott, featuring more than 2,000 guest rooms, an 18-hole championship golf course, a waterpark with seven thrilling waterslide, 10 distinctive dining options and more. Along with easy access to the theme parks, the resort offers an array of on-site experiences designed to make it a destination in its own right. To boost occupancy rates, the resort tasked us with creating a campaign that positioned it as “the best place to stay outside of Disney.” We developed the line “Play There. Stay Here.” to emphasize both the properties proximity to Disney and its standout attractions, ultimately driving a significant increase in bookings.
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Despite its world-class amenities, Orlando World Center Marriott faced key obstacles in attracting guests over on-site theme park hotels and other nearby accommodations.
Market Saturation: With competition from Disney’s own resorts and off-property hotels, visitors needed compelling reasons to choose Orlando World Center Marriott.
Brand Perception: Disney vacationers often gravitate toward park-affiliated hotels, so we needed to reframe Orlando World Center Marriott as the area’s best kept secret.
Awareness: The resort offered a full vacation experience beyond the theme park, but awareness of its waterpark, golf course, and dining options was low among travelers.
Shoulder Seasons: The resort sought to increase bookings year-round, not just during peak travels seasons, making it critical to showcase on-site attractions.
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To differentiate Orlando World Center Marriott from traditional theme park lodging, we developed a bold yet simple message: “Play There. Stay Here.”
Best of Both Worlds: Our concept presented Orlando World Center Marriott as the best of both worlds—close proximity to the theme parks, plus world-class on-site amenities.
Visual Connections: While we avoided naming Walt Disney World, we implied the connection through the use of Mickey ears and “magical” doodles in visual executions.
Digital & Social Strategy: We deployed targeted digital ads, paid social, and retargeting campaigns aimed at families planning theme park vacations.
Broadcast Television: Our 0:30 commercial reinforced the resort’s unique blend of fun and relaxation, featuring vivid footage of families enjoying various on-site experiences.
This approach led to a significant increase in bookings, stronger brand awareness, and a repositioning of Orlando World Center Marriott as the ultimate stay-and-play destination.
