IDS, the advertising sales house for Virgin Media, has partnered with Disney for its first advertising video-on-demand content deal.
The cross-media deal with Disney Destinations International, the theme park and holiday arm of Disney, is the first commercial initiative on Virgin Media’s on-demand Showcase section.
Showcase is a dedicated on-demand, ad-funded service available to Virgin Media’s 3.3 million cable TV customers in the UK.
Disney Travel On Demand is a series of short-form programmes, featuring Walt Disney World, Florida. The ten-minute programmes will feature titles such as Making the Magic and Fact or Fiction, with content refreshed regularly. The programmes feature a call to action, which allows viewers to order a Walk Disney World holiday planning kit.
The channel launches next week and will be backed by a heavyweight presence on the Virgin Media web portal, including a dedicated space within the travel section.
Additionally, the brand will be supported by Virgin Media’s customer magazine Electric, sent monthly to more than a million subscribers. The magazine will feature bespoke editorial on the theme park.
The launch of Disney Travel On Demand is the latest in a series of new-media initiatives at Walt Disney World. Last month it introduced Bluetooth across its parks to give holidaymakers access to information such as queue times, show times and other Disney content.