Experience Kissimmee made a particularly brisk and bold statement in the Windy City recently by dropping a line—a zipline, that is—from the sunshine state.
A 200-foot zipline erected in Millennium Park was one way the destination marketing organization chose to remind Chicagoans that Kissimmee is an ideal destination to escape the cold and enjoy heartwarming experiences! The effort, strategically planned for the long Valentine’s and President’s Day weekend (Feb. 13-15), was part of Experience Kissimmee’s “Escape the Cold. Warm Your Heart.” winter campaign.
With more than 26 non-stop daily flights from Chicago to the Orlando International Airport, Kissimmee is a favorite destination for residents of the Midwest to escape the bitter cold.
“This is the first time the city of Chicago has partnered with a Destination Marketing Organization to bring an event of this magnitude to Millennium Park, and we blew it out of the park,” stated Experience Kissimmee President & CEO DT Minich.
Working in concert with Chicago-based marketing company FCBX and zipline supplier Vertical Reality out of Miami, the promotion attracted more than 1,400 zipliners…on the coldest weekend of the year to date.
Lines formed well ahead of the scheduled start of the zipline experience and included an enthusiastic mix of young and old, residents and tourists providing ample evidence of the event’s success.
More than 4,200 attended the promotion which was complemented by a Toasting Tent, where the public had a chance to register to win a Kissimmee vacation and other prizes, enjoy a hot chocolate bar and stock up on Kissimmee branded cold weather gear. There was also a photo opportunity with baby alligators from Gatorland.
Additionally, while the zipline and Toasting Tent were free to the public, Experience Kissimmee encouraged participants to bring a new or gently used coat to the One Warm Coat® Drop Zone. Nearly 1,000 coats were collected, and in turn were distributed to Chicago Public Schools.
Throughout the holiday weekend, Kissimmee was featured on 32 local news broadcasts and mentioned in more than 25 print and online news articles with a total reach of nearly 28 million. To help generate buzz among Kissimmee’s one million Facebook fans, an event page was created to promote and build excitement with consumers in market. The event page reached more than 648,000 consumers with 31,000 of them clicking through, resulting in 9,500 consumers engaging with the event.
The success and excitement of the Chicago zipline event paves the way for similar out of market promotions.
I was super proud to be a part of the media day for this event while I was out in Chicago. You guys know how much I love visiting Kissimmee. I’ve even been lucky enough to do the ziplines at Gatorland in Kissimmee! If you are ever down in Florida you should take a day to check it out. Kissimmee is a fun destination for everyone. Every member of my family likes it for different reasons.
The #EscapeCold event was a success and even though it was FREEZING cold I was glad to zip with friends.
Looking for more info on Kissimmee? Check out their website: http://www.experiencekissimmee.com/