BUSINESS CHALLENGE:
Keep Disney relevant to their audience as we celebrate their 100th anniversary in 2023.
TARGET AUDIENCE:
People 16-30 in Europe, Africa, and the Middle East.
KEY INSIGHT:
Disney is for everyone- all genders, nationalities, and interests.
BIG IDEA:
Disney can take you anywhere.
The print ads are for National Geographic. The children who grew up in the 1990s and 2000s are adults now. That doesn't mean they can't still like the Disney movies and shows they watched as a kid, but that media is less relevant to their lives now. An older audience can appreciate the educational elements of National Geographic more. National Geographic covers topics around the globe, so our audiences in Europe, Africa, and the Middle East will be included.
Miles to Mickey is a promotion that offers discounts to consumers based on the miles between their hometown and the nearest Disney Theme Park.
Disney theme parks have locations in the U.S., France, China, and Japan.
Miles to Mickey aims to get people outside of those countries to visit a park by offering a discount on tickets and encouraging travel.
HOW IT SOLVES THE PROBLEM:
The campaign aims to show that Disney has something for everyone. Disney is more than princesses. The Disney franchise includes National Geographic. Everyone can find something to love.
Creative Director/Art Director: Isabella Lorusso
Copywriter: Kat Graves
Account Planner: Marguerite Stapp
Photography curtesy of Giovanni Lorusso