The Best Kept Disney Secret, fully-integrated campaign
“Can I interest you in a timeshare?” is not a sexy conversation starter. So we developed “The best kept Disney Secret” campaign to engage guests at the Walt Disney World Resort. It worked: driving a 30% increase in sales tours.
Awards: Telly, Echo Award, Pro Award nomination, Disney MouseKar.
"Disney Vacation Secrets Revealed" 30-minute television show and DVD
Shot on location in Paris, London, Hawaii and other destinations, this 30-minute show gave viewers an entertaining look at the flexibility of membership, with Disney "secret" trivia sprinkled in. It ran continuously on its own dedicated channel at Disney Resorts.
A CD version of the show was sent within an elaborate pop-up book, bringing a little Disney magic to prospects at home.
Out-of-Home
Local placements in Orlando and Anaheim featured iconic characters with perked-up ears, a visual mnenomic that stood out in a highly competitive marketplace and gave a greater sense of scale to the campaign.
"Hats Off" :30 television
This spot uses a touch of Disney whimsy to showcase the primary benefits of “the secret.”
"Heart to Heart" :30 television
A companion television spot highlights the emotional benefit of membership: a lifetime of memories that can be passed from one generation to the next.
Welcome Kit
New members received an information kit congratulating them on being in on the secret, offering incentives for sharing it with friends and family.