Officials looking to rebrand Orlando

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ORLANDO, Fla. - Orlando is already world famous for its attractions and theme parks, but officials want it to be known for much more, so there's a new full-scale campaign to give Orlando a brand-new identity.

A new campaign of TV, billboard and print ads will roll out soon, challenging the common notion that central Florida is only about theme parks.

On Tuesday, Channel 9 got to see for the first time some of the ideas county leaders and project managers have to attract businesses to the area.

The large number of students coming out of the University of Central Florida, community colleges and technical schools could be a big draw for their main target.

WFTV's Deneige Broomfound said they're going after companies that help other businesses decide where they should set up shop. If they can sell those companies on Orlando's available workforce, education system and living, a project leader thinks businesses could follow.

Looking around the Orange County Convention Center, there aren't advertisements showing Orlando as a destination, and the mayor said that's a mistake."

"Every single time we have a convention here, we miss an opportunity to tell the whole story," said Mayor Teresa Jacobs.

Broom found project designers are still raising money for the campaign, but they hope to start creating the promotion materials in the next few months.