Why Disney wants to change Orlando's image

Abraham Aboraya
Reporter- Orlando Business Journal

So yesterday, I posed a simple question: Why does Disney want to rebrand Orlando’s image?

The Metro Orlando Economic Development Commission is working on a $10.3 million rebranding campaign over the next three years, including in-kind donations, to bolster Orlando’s image. The slogan is “Orlando. You don’t know the half of it.”

Three companies already have committed to help with funding: Disney, the Orlando Magic and Florida Hospital. The one that jumped out at me was Disney. Disney is Orlando's largest employer in the field that's the biggest part of Orlando's economy — why mess with perfection?

"Tourism will always be an important economic driver for our region but we also have long recognized and supported efforts to continue to diversify our economy," said Andrea Finger, spokeswoman for Disney. "We are committed to helping Central Florida thrive, and we all benefit when other companies and industries invest in our region." More here.