Disneyland Paris has recruited a new head of marketing for the UK.
Mark Gordon, previously head of marketing for Mondex International, effectively replaces Bill Jones who left Disneyland Paris late last year (MW November 15 1996).
Jones, who was managing director for marketing and sales for the theme park, quit because of his growing frustration at the lack of influence the UK role allowed him.
Gordon takes the title of country manager UK and Ireland. His background, at Mondex and at the airline reservation system Galileo, indicates he is well versed in loyalty marketing, which is a cornerstone of Disneyland Paris’s marketing.
Soon after it opened, visitor numbers plummeted and it lost staff at an alarming rate. But in the first half of this year revenues rose 17 per cent, with per capita spending up five per cent, against a backdrop of economic stagnation in France.
But the holding company, Euro Disney, needs an additional 64m of profits to cover increased interest and lease charges as well Walt Disney’s royalty and management fees.