Agency: Saatchi and Saatchi Advertising | Author: Bruce Thompson |
Walt Disney World 'Not Just a Theme Park'
EXECUTIVE SUMMARY
Through the early 90s, not enough Canadians were saying 'Im 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...