2009 PRO Awards: Disney Parks “What Will You Celebrate?” Tour

Agency: Disney Parks and Resorts
Client: In-House

The travel industry was hard hit by the recession and Disney Parks and Resorts was no exception. Since a trip to Disney properties often centers around special events such as birthdays or graduations, Disney launched the “What Will You Celebrate?” campaign, which positioned the Disney experience as a way to celebrate an achievement or special event, making it a trip that people could justify even in challenging times.

The promotion included an experiential road-tour across 31 U.S. cities. The computerized mobile “celebration stations” provided instant information about Disney vacation packages and offered the opportunity for customers to book their trip on the spot. A hands-on visual aid was provided for the press. In keeping with the theme of the commercials, street teams placed outside the mobile stations handed out thousands of Mickey Mouse balloons to draw attention. Video crews recorded visitors’ 2009 celebration plans and wishes and posted them on the website.

The tour was preceded by a national television campaign which depicted people receiving Mickey Mouse balloons attached to golden invitations. When opened, fireworks and pixy dust exploded from the envelopes along with a “Free on Your Birthday” offer, which drove people to DisneyParksCelebrations.com to register for the free birthday offer and access the tour schedule, view photos and videos, download exclusive content, play instant win games, enter to win one of 10 Celebration Vacations and follow the adventures of “Billy Balloon”. Press interviews, radio contests and blogger invites to the tour locations created added exposure.

Overall, more than 300 broadcast, radio and print media placements were made. The website logged 7.3 million views; roughly 1.7 million contest entries were submitted; and 20,000 visitors and viewers referred campaign messages to their friends.