Orlando’s slogan used to be Orlando: The City Beautiful. Nice but bland.
The new slogan? Well, it’s dull and ignores an entire segment of tourists that come to this city.
I’ll be the first to admit that the slogan means nothing. It’s a gimmick by the hospitality industry to attract tourists. Nothing more, nothing less. This new slogan, though, is definitely nothing more than a gimmick. It is, however, less then appealing.
So just what is the new slogan? Built for families. Made for memories.
Sorry, but that sounds too much like a saying we used to have about a Florida town where I once worked. I won’t name the town (it’s on one of the coasts) but the saying was The the newly wed and the nearly dead.
The new slogan Built for families. Made for memories. is really for the Greater Orlando area. The Greater Orlando area consists of a population of nearly 2 million people because you’re including those people who live in the suburbs and in the area surrounding Orlando proper. Orlando proper has a population of just over 200,000.
The new slogan was definitely designed by the theme parks. It totally ignores the fact that Orlando is ranked in the top 10 for convention sites. It also ignores the very diverse population that lives here.
It’s also very, very boring.
Now, if they wanted to make something more reflective of the actual area they should have gone with something like the following (some serious some not):
Orlando: The Biggest Small Town in the World
Orlando: Gunning for Murder Capital of the U.S.
Orlando: Much More Than Just Disney
Orlando: Made for Traffic Jams
Orlando: Made for Memories
Yes, I actually don’t have a problem with the second sentence of the new slogan. It’s perfectly fine for all types that the hospitality industry should be pursuing. Not just “families.” Plus it works for those who live here as well.