Case Study: Disney Travel on Demand
January 28, 2008
There's Nothing Goofy About This Disney Feature
The Challenge Disney Parks and Resorts have much more than can be compellingly presented in a 30-second spot or a print ad. The company needed an ad medium that delivered awareness like TV, details like a print ad, targeted messaging like direct mail and ROI metrics.
The Plan Disney Travel on Demand premiered on Cablevision's system on the East Coast last May. It includes original video-on-demand programming and a unique function the company co-created with Cablevision that lets cable TV customers use their remotes to connect to a Disney Reservation Center rep for planning and booking trips. Cablevision promoted the five- to eight-minute shows on channel 650 and via its programming guide and monthly bill inserts. One segment, called Making Magic, followed a young entertainer pursuing his dream of performing at Walt Disney World in Florida. Joey Fatone and Michelle Kwan showed off more park attractions by surprising an unsuspecting guest with a dream experience, like staying in the royal suite at Cinderella Castle. Another segment, called Disney Fact or Fiction, delved into the urban legends at the theme parks. "Disney Travel Insiders" highlighted guided group trips with Adventures by Disney through money saving tips for travel abroad and at the parks.
The Results Viewer engagement with the programs averaged six minutes, and 23% of Cablevision subscribers who activated "Click to Call" and talked to an agent, booked a vacation. Disney agents usually called back within 15 minutes. Disney was impressed enough to roll new shows starting February, including What's Cooking with Cat starring Iron Chef Cat Cora. Time Warner also will pick up Travel on Demand, reaching 9 million households.