When you’re the neighbor to the “Happiest Place on Earth,” conventional wisdom says you don’t compete—you coexist. We disagreed.

The insight came from the people who knew Disney best: its own employees. When the costumes came off and the shifts ended, many of them weren’t hanging around the parks. They were heading to Kissimmee. To relax. To unwind. To have a little fun of their own.

That became our opportunity.

Instead of trying to convince families that Kissimmee was another theme park destination, we positioned it as the place even the characters escape to when they need a vacation. The campaign line, “Where Characters Come to Play,” worked on two levels. It was a playful nod to the Disney characters crossing the city limits in search of a little downtime, while also celebrating the larger-than-life personalities and fun-seeking travelers who make Kissimmee their destination of choice.