Disneyland Paris and Walt Disney World this week launch their first major portfolio marketing campaign entitled ‘When Are You Going To Tell Them’, showing the reaction and real emotions by children when they are told they are going to visit a Disney park.
The joint integrated creative developed by Euro RSGC, was inspired by market research which highlighted that every family has its own ‘Disney story’ – intense moments of family fun and joy set to last a lifetime.
It also showed that the excitement and anticipation generated by parents revealing the trip to children is almost as rewarding as the visit itself, prompting the ad strap line ‘The magic begins the moment you tell them…’
The first wave of the UK campaign starts on Sunday 13th February, when for two weeks the portfolio campaign will feature heavily across TV and online, including same-break long format and short format TV ads on terrestrial and satellite channels as well as homepage takeovers across all the major portals.
They will then break out into separate but simultaneous campaigns for Disneyland Paris and Walt Disney World for five and three weeks respectively with strong combined cross-platform brand presence combining outdoor (6 sheets & 96 sheet roadside ads in Greater London), outdoor escalator panels, online and print.
This represents a 50 per cent uplift in visibility for Disney campaigns across the period.
Following a recent contest inviting families to upload videos of their own ‘magical Disney reveal moments’ to appear in the advertising creative Disneyland Paris will unveil the winning family featured in May, with a teaser trail on ITV.
This coincides with the launch of the Magical Moments Festival, where guests are invited to create their own magical moments in the park and experience new opportunities to meet and interact with their beloved characters, visit photo locations and interactive happenings.
Francois Banon, Vice President Communications, Disneyland Paris said: “When we discovered the importance of creating lasting memories, that come with telling children that a trip to Disneyland Paris or Walt Disney World is on the cards, we realised that the best way to spread some Disney sparkle is by encouraging guests to share their own stories.
“The adverts show the intense culmination of parents planning where, when and how to tell their kids…and the reactions the ‘big reveal’ triggers. We hope that the result is an emotional, enchanting and exciting celebration of family time and that parents from across the UK realise that they can also be part of the Disney ‘magic’.
The Disneyland Paris Magical Moments Festival will launch on 6th April 2011 to March 2012.