In this podcast episode, Johnny Hughes, Avenue Z’s CMO, sits down with Laureen Martinez, Vice President of Marketing and Communications at the Orlando Economic Partnership (OEP), to explore how digital media drives influence, economic development, and strategic decision-making.
Spotlight on Orlando’s Unbelievably Real Brand
Laureen introduces OEP’s “Unbelievably Real” brand, a collaborative initiative with Visit Orlando that showcases Orlando’s dual identity: a global tourism hub and a thriving business destination. From cutting-edge companies like Luminar and Lilium to its vibrant cultural scene, the tagline reflects the city’s unique mix of innovation, creativity, and quality of life.
Marketing Strategies: A Digital-First Approach
Laureen highlights OEP’s digital transformation over the years:
- Website as a Hub: OEP’s website integrates robust data, interactive maps, and real estate options, acting as a vital resource for businesses evaluating Orlando.
- Content-Driven Engagement: From infographics to video and podcasts, OEP creates dynamic, user-friendly content to drive engagement and influence decision-makers.
- Selective Platform Strategy: While LinkedIn remains OEP’s top platform for professional outreach, channels like YouTube, Instagram, and Facebook are leveraged strategically, ensuring the right message reaches the right audience.
Innovation in Economic Development
One standout initiative is OEP’s Digital Twin, a 3D virtual model of the Orlando region. This immersive tool enables businesses to explore the area remotely, offering a groundbreaking way to present Orlando’s business opportunities without physical travel.
AI and the Future of Marketing
Laureen emphasizes AI’s role in streamlining OEP’s marketing efforts:
- Efficiency in Content Creation: AI is used for ideation, photography, and simplifying workflows, though human expertise remains key to maintaining authenticity.
- Core Competency in Orlando: As a hub for modeling, simulation, and training industries, Orlando’s decades-long expertise positions it as a leader in AI-driven technologies.
Orlando’s Rising Global Reputation
Looking ahead, Laureen envisions Orlando solidifying its status as a global creative city, on par with major hubs like Madrid and Montreal. This reputation is built on its innovative business ecosystem, diverse talent pipeline, and welcoming culture that fosters entrepreneurship and collaboration.
Key Takeaways for Leaders
Laureen advises leaders to:
- Stay Nimble: Adapt marketing strategies to align with evolving trends and audience behavior.
- Engage Diverse Perspectives: Build networks that include voices across generational and professional spectrums.
- Invest in Innovation: Allocate resources to explore new technologies while ensuring they align with audience needs.
This conversation underscores how OEP is leveraging digital innovation and storytelling to position Orlando as a premier destination for business, talent, and quality of life. For more insights on how brands are driving influence across channels, subscribe to Avenue Z on Youtube.
