Walt Disney World 'Not Just a Theme Park'

Since the early 90s, Canadian attendance at Walt Disney World had been declining to the extent that by 1994 they were outnumbered by the British.
Agency: Saatchi and Saatchi AdvertisingAuthor: Bruce Thompson

Walt Disney World 'Not Just a Theme Park'

EXECUTIVE SUMMARY

Through the early 90s, not enough Canadians were saying 'I’m going to Disney World.' Attendance was declining steadily. Part of the problem was certainly the weakening Canadian economy and loss of consumer confidence. But Canadians were travelling nonetheless – just not to Walt Disney World.

Kids loved the idea of going. The problem was parents. Qualitative research showed that parents believed Walt Disney World would be wonderful for kids, but stressful and expensive for them. It...

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