Portfolio campaign reveals when the Disney magic begins

Disney’s Paris and Florida resorts are combining for the first time in an integrated campaign to communicate that the anticipation of visiting its parks is as exciting as the visit itself.

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Disney hopes that its “when are you going to tell them” campaign, which features children’s reactions after being informed of a Disney visit, will encourage parents to make the “reveal” part of the overall experience.

The new adverts mark the first time Disneyland Paris and Walt Disney World theme parks have been advertised together.

Vice president of communications for Disneyland Paris Francois Banon says market research highlighted that families have common experiences in the build-up to visiting Disney parks, no matter which location they had booked.

He adds: “This insight makes the campaign different and workable across the two destinations without diluting the message. It presented an ideal opportunity for us to communicate what our brand can bring to families in the UK.”

From 13 February the portfolio campaign will feature heavily across TV and online for two weeks and will then break out into separate simultaneous campaigns for the two resorts.

The cross-brand presence, which will include outdoor, online and print will represent a 50% uplift in visibility for Disney campaigns across the period, the company says.

The campaign will continue in May, where the winners of a contest inviting families to upload videos of their own “reveal moments” will appear in the creative of a follow-on Disneyland Paris TV ad.

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