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Disney Springs 'Tis the Reason

Integrated Ad Campaign

Disney Springs is not just another outdoor mall. It's a place where guests can come to experience an amazing mix of dining, shopping and entertainment matched with the quality and service that only Disney can provide. During the holidays, Disney Springs offers a unique shopping experience that guests cannot find anywhere else. Crossover Disney products with high end retail brands, musicians playing holiday music, a Christmas Tree Trail with Disney themed decorations, Toy Soldier Stilt Walkers, and of course Santa in his chalet are all part of the fun and what makes this a special destination for families and friends to connect during the holiday season.

This concept leans into the idea that Disney Springs is a place where families and friends can connect and create wonderful holiday memories together. It's not just about shopping, it's about all the reasons that make the holiday season special. The campaign exceeded target goals/expectations and brand leadership identified it as "The Gold Standard" for future initiatives. Tactics included print, digital, social, direct mail, catalog microsite, guerrilla, radio, and video.

Target Audience:
Busy Families, 34-49 ($50-150k), who value spending time together for the holidays and enjoy seeking out holiday themed activities and entertainment.

Key Message:
Disney Springs provides holiday shopping wrapped in joyful memories

Busy families often have a hard time finding time to connect with each other during the craziness of the holiday shopping season. Disney Springs provides a way for families and friends to do their shopping while creating wonderful holiday memories together.

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