Mullen said it has added Adventures by Disney, a unit of the company's parks and resorts unit, following a review.
The assignment for the Interpublic Group shop in Wenham, Mass., covers integrated creative services but does not include media chores. Offline and digital advertising are on tap, along with consumer and trade collateral materials. The goal is to promote Disney's growing family of global destinations.
There was no incumbent; the unit last year spent $3 million in measured media, per Nielsen Monitor-Plus.
"We're excited to have Mullen as our partner on the Adventures by Disney team," said Lilly Yeatman, client director of marketing, in a statement. "They bring passion for our brand, as well as a wide range of creative and marketing expertise. We're looking forward to building a strong collaboration as we continue to grow the Adventures by Disney business."
Other review contenders were not disclosed. Mullen had no previous relationship with Disney. The agency has a pedigree with destination marketing, and it currently handles the tourism ad account for its home state of Massachusetts.