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Fantasyland Advertising Presentation

Leslie, Brianna, Carla, Alexis & Christiana
by

Christiana Coleman

on 18 August 2014

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Transcript of Fantasyland Advertising Presentation

Walt Disney World Resort's
Situation Analysis
Creative Strategy
Strategy
Creative Brief
The New Fantasyland Expansion
The Walt Disney World Resort
Where the story begins...
Storybook Circus
The Enchanted Forest
The New Fantasyland experience begins after passing through Cinderella's castle walls and into the Enchanted Forest area.
Guests are then transported into the worlds of, "Beauty and the Beast", "The Little Mermaid" and "Dumbo".
The centerpiece, of the Enchanted Forest is the Beast's Castle, which sits above the 'Be Our Guest Restaurant'.
Continuing on, you will pass Prince Eric's castle and stumble upon Storybook Circus. Here, children will discover the classic "Dumbo, The Flying Elephant" ride.
Evokes the spirit of the classic Disney film "Dumbo".
Delight in the following attraction:
The world's most visited entertainment resort
Located in Lake Buena Vista, Florida
Covering 30,080 acres
It was developed in the 1960s to supplement Disneyland Park
Walt died in 1966 before his original plans were actualized.
The park opened on October 1, 1971, with the Magic Kingdom as its only theme park, and since has added Epcot (1982), Disney's Hollywood Studios (1989) and Disney's Animal Kingdom (1998).
The park is home to 4 theme parks, 2 water parks, 24 themed resorts (excluding 8 more that are not owned by Disney), 2 spas and fitness centers, and 5 golf courses.
Park Attendance
It is a part of the Walt Disney World's Magic Kingdom
The expansion presents more Disney character and stories in 2 themed areas: The Enchanted Forest and Storybook Circus
More additions will soon be introduced in 2014: Princess Fairytale Hall and Seven Dwarfs Mine Train
Positioning Statement
Major Competition
Brand Development
Media Strategy
Fantasyland is one of the new "themed parks" at Magic Kingdom, Disneyworld
Opened December 6th, 2012
Fantasyland will nearly double in size for the largest expansion in the history of the Magic Kingdom park
2 themed areas including: "Enchanted Forest" and "Storybook Circus"
Persuade
Come to the Enchanted Forest where you can venture through waterfalls and castles.
Meet the princesses and eat in one of the dining rooms of the castle
In Storybook Circus you can hang out under the big tent with lively characters and feel like you are part of your favorite films like "Dumbo" and "The Little Mermaid".
Fantasyland is included with price of park admission
Remind
Disneyworld has been round since 1971 catering to thousands of guests each year.
With the new Fantasyland attraction Disney takes magic to a whole other level. New castles, rides, and activities are made fun for all.
"To those who are young at heart, come to where your fantasies start. Journey to Disney World's New Fantasyland and immerse yourself into the fairytale you have always dreamt of."
In terms of other theme parks Disney could compete with Universal, Sea World and Six Flags
Disney has separated themselves and offer more kid friendly rides, along with adult friendly.
They unique attributes give them a leg up on the competition.
Disney also has well known, beloved characters that cannot be seen anywhere else.
Why Fantasyland?
Fantasyland features 17 new rides and attractions
6 new restuarants
8 new stores
Plus* the longer you stay, the less you pay!
Inform
Consumer Promise
New Fantasyland
Being Fantasyland is apart of the Disney Franchise, customers are promised the best experience. Disney caters to people with any special needs, and offers many food allergy friendly options. Fantasyland is located in Magic Kingdom and allows access to the biggest park, and promises a good.
Copy of Print Advertisement
Fantasyland...where there is beauty in every heart
Beauty and her Beast
Fantasyland...where love has no bounds
Princess Ariel
The Target Audience
Geographics
World Region or Country: North America, Europe, Asia, Canada, Mexico, India

Density: Urban, Suburban, Rural
Demographics
*Age: 2-6, 6-11, 12-18
*Gender: M/F (40/60)
*Family Size: 1-2, 3-4, 5+
*Family Life-Cycle: Young, Single Parents; Young Married Couples with Children; Older Couples with Children; No Children Under 18
*Income: 10,000-30,000; 30,000- 50,000; 50,000+
*Occupation: Blue and White Collar Jobs, College Students, Professional and Technical, Homemakers, Retirees
*Education: Grade School or Less, High School
*Religion: All that Apply- All Religions (Catholicism, Judaism, Muslim, Hindu, Other)
*Race: All that Apply
*Generation: Baby Boomer, the Young and Old
*Nationality: All that Apply- Worldwide
Psychographics
Social Class: Lower Class, Working Class, Middle Class, Upper Middle Class, Upper Class

Lifestyle- External People, Motivators, Strivers, Fun-Living, Lovers, Optimistic

Personality- Energetic, Advernturous, Outgoing, Ambitious, Fun
Behavioral
Occasions: Regular Occasion, Special Occasion
Benefits: Quality, Service, Enjoyment
Loyalty Status: None-Absolute
Media Classes
*TV/ Radio Shows
*Magazines
*Internet
*Movies
*Pamphlets (at the Park)
*Billboards
Media Mix
*Posters
*Pamphlets
*Billboards
*Exclusive Paintings (Redbubble.com)
Timing
Please follow along with our handout...
Tactics/Media Vehicles
1. TV/Radio Shows: Disney Channel; Disney XD; Radio Disney (AM 1560); TV Networks- ABC, ABC Family, Disney, PBS, ESPN, Travel Channel
2. Magazines: Parent Magazine; Family Circle; FamilyFun, Spoonful, and Disney Magazine
3. Internet: Disney.Com; FamilyCircle.Com; ABC.Com, VisitFlorida.com
4. Direct Marketing Vehicles: Most of our Ads are in our commercials which are shown in out listed TV networks above. We also have many brochures, flyers and coupons that are handed out in many travel agencies and supermarkets as well as airports or any other tourist service locations (Malls, Disney Stores, ETC)
As story has it, deep in the depths of Magic Kingdom park lies a legendary world- New Fantasyland- that's been long hidden from out view by a curse. It's a place where mermaids sing, beauties tell tales, beasts roar and eleplants fly...
A Company History
Walt Disney Company's Parks and Resorts
First opening Disneyland in 1955, Walt created a unique destination structured around storytelling and immersive experiences
WDP&R has grown into the world's leading family travel experience
11 Theme parks and 43 Resorts in North America, Europe and Asia (with a sixth destination coming soon to Shanghai)
WDP&R also includes the Disney Cruise Line (which has 4 ships), The Disney Vacation Club (with 11 properties and more than 500,000 members) and Adventures by Disney.
Magic Kingdom: 16.97 million visits (No.1 worldwide)
Epcot: 10.83 million visits (No.5)
Disney's Animal Kingdom: 9.67 visits (No.7)
Disney's Hollywood Studios: 9.60 million visits (No.8)
Walt Disney World's Position in the Market
SWOT Analysis
The managerial tool which assesses the
Strengths, Weaknesses, Opportunities and Threats of a Company
Strengths
Greatest strength is its world famous brand. With all of its parks, nostalgic characters, movies and array of products, the Disney brand is one of the most recognizable brands in the world.
Disney has also expanded its holdings to Mirimax Film Studio and Pixar Animation, giving it even more movies, brands and characters
Weaknessees
The diverse product portfolio of the company may be a weakness.
They not only have their several major theme parks, water parks and hotels, but have expanded to ESPN for a Wide World of Sports attraction.
Managing such different products can lead to a lack of efficiency and strategic brand focus.
Opportunities
A major opportunity already exists for Disney Parks: "imagineering". Developed by Walt, it is a combination of imagining and engineering. It is the company's unique ability to create innovative new attractions that bring the imaginary world to life. The Disney Company will always have the capability to create new, exciting attractions for first time and returning visitors
Threats
A major threat to Walt Disney World is the competition of other resorts and theme parks: Universal Studios (also located in Florida).
They also face threats from other parks opening around the country: Six Flags, Bush Gardens (which may keep visitors from traveling to Florida)
Competitive pricing and deals will be essential for the growth of the park.
Inspired by "The Little Mermaid" and "Beauty and the Beast"
The attraction includes:
Under the Sea- Journey of the Little Mermaid
Be Our Guest Restuarant
Enchanted Tales with Belle
Ariel's Grotto
Gaston's Tavern
The Barnstormer
Dumbo the Flying Elephant
Casey Jr. Splash 'N' Soak Station
Pete's Silly Slideshow
Fantasyland Station
The Name, Logo, Color and Design
Fantasy is defined as the activity of imagining things that are impossible.
The park wants to achieve just this.
Walt Disney World is the place where dreams come true...
The logo is written in a 14th- 16th century script.
The park captures a Renaussance atmosphere which is fitting for the stories and characters. The Renaussance was a period of revival of art and literature.
The color purple evokes a feeling of royalty and power. In the Renaissance period, purple was worn by kings and princes, but also by professors of Europe's universities.
Full transcript