UK Disney fills new brand strategy roles

Walt Disney Parks & Resorts UK & Ireland (WDP&R) has created two brand strategy positions in the final round of its integration with Disneyland Resorts Paris (DLRP).

Walt Disney Parks & Resorts UK & Ireland (WDP&R) has created two brand strategy positions in the final round of its integration with Disneyland Resorts Paris (DLRP).

The positions are head of brand Disneyland Resort Paris and head of brand USA. Tamara Sangvhi, previously head of marketing for DLRP, when it was a standalone division, will be head of brand DLRP. Amanda Blackwood, previously head of direct marketing and new media WDP&R, will be head of brand USA. The head of brand positions will liaise between the sales teams and marketing. They both report to WDP&R marketing director Pat Mitchinson.

Mitchinson says: “Their roles will be the glue that holds the brands together. They will be the people who translate our business objectives into a sales and marketing strategy.”

WDP&R recently launched the first “portfolio” advertising campaign seen in any territory. The ads are not dedicated to either the French or US theme parks, but have the generic message “There is a place where magic lives”, and are designed to attract people to a newly created website for more information.

Campaigns for the individual theme park destinations will appear later this year.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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