Orlando isn't just known as the global hotspot for fun and the ultimate vacation destination; there's more beneath the surface. The mission was to challenge the misconception of "all play, no work" and shed light on the lesser-known aspects. Enter an integrated branding campaign, titled “Orlando. You don’t know the half of it.” Aimed to enlighten corporate leaders that Orlando offers more than just its famous tourism scene. In reality, it's a burgeoning tech and startup center and Florida's most welcoming environment for small businesses.