Solution

• Reframe the “Disney Experience” to a tangible AA consumer motivation, creating a sense of urgency to book a Disney vacation.

• Create a “Disney Experience” that provides a life-changing, mind-opening experience that parents will want to give their children right now.

• Energize the idea of expanding your child’s imagination to dream of a new world with endless possibilities.

Achievements

• Increased consumer consideration (80%).

• Increased positive feeling about WDW (91%).

• AA penetration in park attendance increased 14% during the year of the campaign launch.

• Email blast achieved 70% of the lead generation goal on the first day and 120% of goal within the first month.

• Was universally liked (#8 IAG).

• Ran in the General Market rotation (adaptation of GM strategy) as well as all Disney stores in the U.S. and Canada.