We scrapped Kissimmee’s direct response TV strategy and developed a new brand advertising campaign. First, we turned a group of precocious young actors loose in Kissimmee’s theme parks. Armed with a hidden camera, we then asked them to describe their experiences. The result was an engaging, often hilarious unscripted sales pitch from the mouths of babes. One of our stars, a Wayne Newton look-alike, was invited to appear on the Tonight Show with Jay Leno!