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The strategy marketing 25 years of Disneyland Paris

The strategy marketing 25 years of Disneyland Paris

Starry-Eyed

 

“It’s time to sparkle!” promises the new advertising campaign. Spotlight on the Marketing and Sales teams, who crafted it to make Disneyland Paris guests want to be a part of the 25th Anniversary!

 

From the marketing strategy,

From 26 March, guests and Cast Members will discover all that the 25th Anniversary will have to offer. But the preparations were underway back in 2013 for the Marketing and Sales teams. This celebration is part of a well-thought-out strategy that is founded on two pillars:

  1. Consumer centric: put guest experience and expectations at the center of all the efforts. This is a priority for every part of the company, strengthened more so for the 25th Anniversary.
  2. Innovation and excellence in service: create the event thanks to new features and an increase in quality.

 

…to the celebration,

Beginning in summer 2014, the Marketing Communication Strategy team briefed several internal teams, including Walt Disney Imagineering, Entertainment, Food & Beverage, and Merchandising so that the strategy would be recognisable throughout our Parks and Disney Hotels. One year later, the theme was defined – stars! They sparkle brightly in the eyes of the guests and around the resort thanks to a dazzling nighttime show, Disney Illuminations, but also thanks to a parade – Disney Stars on Parade, and thanks to new attractions including Star Tours: The Adventures Continue and Star Wars Hyperspace Mountain which will take guests on journeys to the stars themselves.

 

…and including the advertising campaign

The Advertising team, working with the agency, BETC, created a campaign concept based on these elements. “The idea was to make a link between the sparkling new additions, children’s emotions as they experience them, and parents’ joy seeing their children’s amazement,” reveals Paul Lo Ré, Senior Manager Marketing Communication Strategy. The motto, “It’s time to sparkle!” was born!

 

 

 

 

From this idea, an emotional TV spot was born, showing guests’ reactions as they discover the surprises our 25th Anniversary has in store. The spot was produced, and then shown to a test audience representing the company’s target – families. Creative and Advertising teams then shared the message over media platforms (TV, press, posters, web, radio, cinema) and non-media platforms (ads at distributors, emails, events, brochures, etc.), and in Disneyland Paris’ target markets such as France, the United Kingdom, Italy, Spain, Germany, The Netherlands, Belgium, Denmark, Switzerland, Ireland, and the Middle East.

 

This global campaign is centered around digital media, including social media, and relies on partners such as The Walt Disney Company to increase message visibility and impact. Coca-Cola collectors’ bottles, especially created for our anniversary, will be available for sale at the end of March.  While this creative work was under way, Media teams chose the appropriate platforms and timing for the campaign, so as to reach the public in the most efficient way. “Fantastic team work!”  Paul concludes.

 

 

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