Proprietary Data Analytics and Targeted Campaigns Drive New Visitors
Amidst the enchanting world of family entertainment, Disney Parks and Resorts faced a magical quest: how to enchant a new generation of visitors, particularly Millennial Parents, with the allure of unforgettable experiences. With a legacy spanning decades and a treasure trove of beloved characters and stories, Disney sought to weave the spell of wonder and adventure to captivate hearts and inspire journeys to its iconic destinations.
Challenges Faced : Solution Reached
In an increasingly competitive market for family entertainment dollars, Disney Parks aimed to boost visitor acquisition with a particular focus on engaging Millennial Parents. Historically, efficiently reaching and captivating hard-to-reach Millennials to stimulate registrations and bookings was a big challenge for a big brand.
Leveraging Response Media’s proprietary data and analytics platform, a tailored buyer segmentation strategy was crafted to identify audiences most receptive to Disney’s offerings. A meticulous approach enabled us to pinpoint Millennial Parents as a key target demographic. Subsequently, we orchestrated a multi-channel campaign employing digital media and direct mail to effectively target and engage prospective Millennial Parents. Following initial engagement contact, a data-led email nurture strategy was implemented to seamlessly transition prospects into confirmed guests.
The Results
$1.5M+ Bookings Attributed to the Campaign: The direct impact on bookings highlighted the campaign’s success in not only attracting interest but also converting leads into valuable customers.
3M+ Inquiries and Registrations Generated: The campaign succeeded in generating significant interest with inquiries that converted to registrations, highlighting an effective effort to capture the attention of the target demographic.
6:1 ROAS (Return on Advertising Spend): The return on investment was significantly higher than any previous campaign, underlining the campaign’s efficiency in driving tangible results.
