Thu, 27 Feb 2014 11:23:34 GMT
After 2 years of research, Disneyland Paris unveils its new “magic formula” to encourage families to visit the Park, formally marking the end of the Disneyland Paris' era of annual celebrations.
This new campaign, created by BETC Paris, consists of 2 films, as well as outdoor and online parts.
Many families want to visit the Park, but for several reasons they tend to postpone their visit.
The study carried out by Disneyland and BETC revealed that certain key moments in the rhythm of family life trigger their decision to act. These key moments coincide with major milestones in the lives of their children, in particular when they graduate from one age bracket to the next.
This change in focus allows Disneyland Paris to restate how a visit to the Park is a unique and not-to-be-missed event marking these key periods:
- Between the ages of 3 and 7, children's imagination is boundless and there is one place where it can flourish unfettered.
- Between the ages of 8 and 13, they are no longer "little" children but not yet "big" and there is one place where they will still enjoy sharing their experiences with their parents.
The creative challenge was therefore to confront parents faced with this evidence that their children are growing up fast, but in the most sensitive, sympathetic, intimate and genuine way, using tact and subtlety to avoid "antagonising" the families.
BRAND: DISNEYLAND PARIS
BRAND MANAGEMENT: Claire Bilby, Jean-Christophe Gandon, Brigitte Elmkies-Sitbon, André Delvallée, Audrey Bedoucha
AGENCY MANAGEMENT: Carole Bilde, Romain Van Den Plas, Adeline Dupuits, Virginie Gore-Coty
CREATIVE DIRECTORS: Richard Desrousseaux, Étienne Turquet
ART DIRECTOR: Landry Stark
TRAFIC: Céline Laporte, Lena Lebras
TV PRODUCER: Laure Denizot
PRODUCTION COMPANY: BANDITS
SOUND PRODUCTION: GUM
DIRECTOR: Martin Hodara