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Theme Park Supplier's News of the Week #12 Bolliger Mabillard, MAURER Rides, ETF Ride Systems, Lo-...

World Waterpark Association Success for WWA's 33th Symposium and Trade Show

Hong Kong Disneyland to introdoce Iron Man Experience First major Marvel attraction planned in 2016

Theme Park Supplier's News of the Week #11 Zamperla, Simworx, Electrosonic, Vortex

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Premier Rides wins €8 million contract with Plopsa Gr... New launch coaster to open at Holiday Park in 2014

Theme Park Industry News Roundup #5 Tokyo Disney Resort, Merlin, European Star Awards

Record anniversary edition for Euro Attractions Show More than 8,500 attendees on a record exhibit floor

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NewsParcs is an online trade publication dedicated to theme park industry professionals worldwide.

Since 1998, we work in direct contact with manufacturers, suppliers, consultants, owners and operators to publish only reliable and relevant information.

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NewsParcs will do a full coverage of the IAAPA Attractions Expo 2013 in Orlando to have a look at the latest trends and developments of the global theme park industry.

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Disneyland Paris takes top prize at the 11th Annual

Creative Business Idea Awards

Update : 20:02 Published by François Mayné the 21 May 2012, Corporate.

How do you increase traffic at a theme park when unemployment rates hover around 10 percent and the national economy has flat-lined? That was the challenge facing communications company BETC Euro RSCG last year in its work for Disneyland Paris. The solution: create a crowdsourced social media campaign that reminds families of what Disneyland actually represents. Parents across Europe were asked to film the moment they told their children they would be going to Disneyland, with the footage then turned into a series of television spots on the theme, "The Magic Begins the Moment You Tell Them."

Results: a new attendance record for the park in 2011 and the gold medal at Euro RSCG Worldwide's 11th annual Creative Business Idea® Awards, a program that in years past has awarded such iconic advertising as Air France's "Making the Sky the Best Place on Earth," Charles Schwab's "Talk to Chuck," and Evian's "Live Young".

"With BETC's campaign, 'The Magic Begins the Moment You Tell Them,' we found a very true and powerful insight," said Federico Gonzalez, SVP, marketing and sales, Euro Disney and Disney Destinations EMEA. "It goes beyond marketing, nothing is made up; it is the genuine response of children."
"We tapped into families' very personal experiences," added François Banon, vice president, communication, Euro Disney. "Parents filmed their kids' reactions to the announcement, and the reality was more amazing than anything we could have planned. The strategy proved to be effective on every communication channel."

Stephanie Pitet, cofounder, Pitchville, and one of 20 international search consultants who made up the judging panel at this year's CBI Awards, said: "The Disneyland Paris work is part of the growing trend of user-generated content, and it's done here to perfection. The Disney brand embodies the values of family happiness and magical moments together—especially, for parents, those irrecoverable years when their children are young. By sharing the genuine and joyful reactions of real children upon learning of the family adventure to come, these spots are refreshingly real and honest—and create a sentimental association with the brand."

"Just over a decade ago when we put Creative Business Ideas® at the heart of everything we do, creativity and business effectiveness were seen as being at opposite ends of the spectrum," said David Jones, global CEO of Havas and Euro RSCG Worldwide. "Now creativity is a boardroom topic, and, in a world in which you can no longer buy attention but instead have to earn it, those brilliant ideas that engage, entertain, cut through, and drive profitable growth have never been more sought after. The Creative Business Idea Awards celebrate those very ideas, and it's great to see how digital and social are at the core of this year's winners."

Marketing - Advertising - Community Management - -

Written by François Mayné

François Mayné Publishing Director » Contact Us
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Disneyland Paris (Amusement park)
France

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Group : Walt Disney Parks & Resorts
Site : www.disneylandparis.fr

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Our Theme Park Supplier's News of the Week is a round-up of the latest news relative to companies supplying the theme park industry around the world. This weekly report covers topics such as corporate announcements, financial ...

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The NewsParcs' Theme Park Supplier's News of the Week is a round-up of the latest news relative to companies supplying the theme park industry around the world. This weekly report covers topics such as corporate announcements, ...

NEW | Roundup of News - Published on October 13, 2013

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Our Industry Roundup is a summary of the latest major news related to the theme park industry worldwide. We report news specifically on operators, owners, trade associations and related organizations, including trends, attendance...

NEW | Roundup of News - Published on October 13, 2013

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Hydro (Oakwood Theme Park) Gyrotour (Futuroscope) Blue Fire (Europa-Park) Sledge Hammer (Bobbejaanland) Stunt Fall (Parque Warner Madrid) Toy Story Mission Parachute (Walt Disney Studios) Troy (Toverland) Star Flyers (Plopsaland) Uppswinget (Liseberg) Lynet (Farup Sommerland) Grande Roue (Walibi Belgium) Cobra (Paultons Family Theme Park) G-force (Walibi Holland) Stealth (Thorpe Park) El Volador (Bellewaerde Park) Katun (Mirabilandia) Hurakan Condor (Port Aventura)