Suffering a community-wide inferiority complex, Kissimmee was positioned as the cheap way to visit Disney. But as Disney lowered prices, Kissimmee was being squeezed out of its market niche.
We raised Kissimmee’s product value by repositioning them as the destination for harried, stressed, guilty moms and dads. Under the new tagline, “Make More Dreams Come True,” we showed parents how a Kissimmee vacation can provide more of what their kids want while allowing moms and dads to spend more quality time, and less money, with their children.
Kissimmee, and par ticularly the major hotel area along Highway 192, experienced an average increase in daily room rates of 13.8%, and a 15.1% jump in occupancy from the year prior. Restaurants, attractions and local businesses are also feeling the impact.