Visit Orlando, The Official Tourism Association for the most visited destination in the U.S., will launch the new destination brand, "Unbelievably Real", in the UK at the beginning of September. The new brand highlights what is both fantastical and authentic about The Theme Park Capital of the World to tell the destination’s holistic story. National television, digital, social media and search engine marketing will run across the UK and Ireland, as well as high-impact OOH advertising placements at some of London’s most iconic sights. 


The autumn launch of" Unbelievably Real" stands to be Visit Orlando’s largest ever campaign in the UK and Ireland. It will highlight the incredible and diverse range of attractions and experiences across the destination, embodying the unique endearment and character of Orlando. From high-impact advertising placements across London, including art murals, to an immersive wrapped corridor at Waterloo, to digital media assets and branding across the capital’s famous Black Cabs, "Unbelievably Real" Orlando will be brought to life for holidaymakers for the remainder of 2022.  

“By launching our largest ever campaign in the UK and Ireland, Orlando's commitment to the UK market is clear,” said Casandra Matej, president & CEO of Visit Orlando. “With entry restrictions to the US lifted, it is the optimum time to inspire travel to Orlando ahead of the peak booking periods for our destination's largest overseas market. This new campaign captures the essence of our destination – if you can imagine it, you can experience it here – that's why Orlando is Unbelievably Real.”  

The bulk of the campaign will roll out nationally, whilst the OOH advertising placements are scheduled across 12 major cities, with billboards and advertising lighting up the Piccadilly Lights. A mural designed by Orlando-based artist Clark Orr will appear in London and Manchester, bringing to life how all aspects of the region shine, from nightly fireworks and waterway adventures to rocket launches. 

The campaign’s call-to-action will drive consumers to Visit Orlando’s UK and Ireland websites for information on theme parks, things to do and see, safety updates and more. 

Travel advisors are encouraged to complete the Orlando Travel Academy to stay up to date on the latest developments in Orlando. Visit Orlando will also be hosting interactive Orlando Live! agent training events across the UK this September.  

More information on specific resources for travel professionals, including collateral, sales aids and itinerary planners can be found on Visit Orlando’s travel trade site,  


About Visit Orlando 

Visit Orlando is The Official Tourism Association   ®for Orlando, the most visited destination in the United States, Theme Park Capital of the World and No. 1 meeting destination in the country. A not-for-profit trade association that brands, markets and sells the Orlando destination globally, we represent more than 1,200 member companies comprising every segment of Central Florida’s tourism community. Visit Orlando connects consumers and business groups with all facets of Orlando’s travel community, whether for a vacation or meeting. Home to seven of the world’s top theme parks — as well as refreshing water parks, activities to connect with nature, vibrant neighborhoods, a dynamic dining scene with Michelin recognized restaurants, and a robust calendar of entertainment and sports events — Orlando is a diverse, welcoming and inclusive community for all travelers. Find more information at or