Orlando’s strategy uniquely bridged its global tourism identity with its ambition to become a high-tech hub. Rather than abandoning its brand, the project leveraged the region’s association with creativity and imagination to attract technology industries. 

The resulting “TECHORLANDO” positioning reframed the region as a place where innovation and storytelling intersect, supported by a broader geographic analysis that captured aerospace assets tied to NASA. This approach turned a perceived limitation into a competitive advantage.