For over a decade, we’ve enjoyed an ongoing role with The Walt Disney Company that complements the efforts of Yellow Shoes, its internal agency, and mcgarrybowen, its agency of record. Among many projects, we’ve developed an identity system for Disney Vacation Club, promoted land and sea packages, and developed brand recommendations for one of Disneyland’s major milestones.
We also helped set the strategy for how Disney tackled the perception of affordability during the recession, with a campaign that reminded the viewer of a simple truth: the magic of a Disney vacation doesn’t begin when you walk down Main Street and see Cinderella’s castle in the distance. The magic actually begins at home, the moment you realize a Disney vacation is a possibility.
Our “Affordability” campaign allowed a premium brand to talk about price without diminishing their premium perception. During the campaign, average resort occupancy grew from 75% to 98% in a single year. The campaign was so successful that it remained in market for 18 months — which was 15 months longer than any previous campaign Disney put into market.