Visit Orlando, the official tourism association for the most visited destination in the US, has launched a new branding campaign titled 'The Never Ending Story'.

The seven-week consumer campaign is appearing across a variety of television and digital executions. The campaign positions Orlando with families as a versatile, year-round holiday destination that appeals to both first-time visitors and repeat guests alike.

Through a series of inspirational photographs and videos being seen for the first time this autumn in the US, Canada, the UK and Brazil, Visit Orlando aims to elicit the unique emotions that guests experience throughout the Central Florida destination.

"Visit Orlando is reaching out to the storyteller in all of us through this new branding in order to showcase our visitors and the lifetime of memories they made and will make across our destination," said Visit Orlando president and CEO George Aguel.

"With the launch of the global story search, millions of guests are united through their connection with Orlando, a destination that was literally built on storytelling."