Launched just before Christmas by the Marketing & Sales teams, the new marketing campaign is targeting a vital audience which has not been the focus of a dedicated campaign before on the French market: adults, and more specifically couples.
Along the same lines of a similar campaign launched in the United Kingdom in Fall 2014, entitled “Jen’s Surprise Weekend”, the tone of “Le Week-end Surprise de Nico” (Nico’s Surprise Weekend) is humorous, light and deliberately modern, depicting the adventures of a young couple who have come to spend the weekend at Disneyland Paris.
The ad presents a young woman who takes her boyfriend to Disneyland® Paris for a surprise romantic weekend. The couple have an unforgettable stay, enjoying the thrill rides, the shows and all of the unrivalled services a Disney Hotel has to offer. Having fun as a couple and full of adrenaline, sharing magical moments with the Disney Characters, special experiences, immersion in an outstanding display and a unique setting: this is the promise Disneyland Paris offers its adult audience, which up until now has been somewhat neglected by marketing campaigns focused on the family market.
Adults (aged 26-45) are in fact a vital target audience, owing mainly to their attendance levels outside the school holidays (thereby compensating for slower periods) and their relatively high purchasing power. Their satisfaction rate after their visit stands at 73%, more than the family market, and 93% of them hope to come back, once again a number even higher than for families. The core target age group is still 30-40, as these potential customers tend to look for more comfort and quality in their weekend destinations.
The challenges of this campaign
For the Advertising teams, this new innovative campaign aims to attract more adults to the destination, who represent “only” 25% of its visitors, by focusing on the visit barriers and expectations of this segment:
- Change the perception of Disneyland Paris amongst adult couples to make it an attractive and fun weekend destination.
- Reconnect them with childhood emotions and memories (the Disney heritage)
- Highlight the wide range of activities and experiences offered to raise awareness of the product: adrenaline, restaurants, hotels, shows, attractions, etc. positionning Disneyland Paris as a complete short break destination
- Convince them of the benefits of a stay onsite: top-of-the-range hotels, high quality amenities, unrivalled service (Disney Difference) for romantic getaways and relaxing breaks.