This is a project I did about repositioning Orlando City as a business destination as well as a well-known tourism city. We created a repositioning campaign and designed the logo and made commercial demo for this campaign. The plan is that we are going to start to change the official image from absolute tourism to comprehensive developed city with advanced technology and infrastructure. We divided the target market into two separate segment, which are B2B and B2C. Tourism is still the big fat meat that help to draw economy and money flow and it is still main force of attracting individuals. While to business investors, the related facilities in industries are the emphases. Exhibition economy is the potential of this case. The first step is to hold various related exhibitions such as airshow and defense show. When supported by the information on different media, investors will consider Orlando as a good place to develop business.
Illy is coffee brand focusing on espresso from Italy. It embraces the highest reputation in Italy. However, people in other countries are rarely know this brand as a specialist of espresso. Now, based on the marketing research and brand analysis, we discovered that it is a good time to enter the global market. The problem is that there are seven countries are suitable for Illy to grow its net. But we needed to decide which country is the priority and how to group these countries to different tiers. After discussion, India and United Kingdom are selected as first two countries Illy is going to enter.