Disney World invests in online to attract more visitors

by Emma Rigby, Revolution UK 07-Sep-05

LONDON - The Walt Disney World Resort, better known as Disney World, has spent six-figures an online campaign to support the launch of a new TV push to attract visitors.

The rich-media campaign, which backs TV work by Leo Burnett, will target ABC1 parents with children aged five to 15, with a slight bias towards mums, Jon Bigwood, direct marketing and new media manager at Walt Disney Parks & Resorts, said.

The online campaign's main objective is to drive traffic to Disneyworld.co.uk in time for the resort's key booking period from September to October.

The development of the rich-media ad campaign, which uses a combination of standard banners and Eyeblaster formats, has been split between Disney World's in-house team, Yellow Shoes, based in Orlando, Florida, and incumbent digital agency Arc Worldwide. Media planning and buying is by Carat.

The media will be placed across a series of travel sites, as well as consumer portals, entertainment sites, and women's sites.

Bigwood said: "The marketing aim is to stimulate desire to visitors to visit Disney World, so hopefully traffic to the site will do this job for us.

"We hope to influence people trying to plan their current holiday on the travel sites and the other sites will target a similar audience but find them in a different place."

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