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Paper
1.
How Disney bridges the multicultural divide - building trust as a prerequisite for insight
Manila Austin and Paul Caswell, ESOMAR, Annual Congress, Montreal, September 2008
Disney wanted to improve its cultural relevancy to African American guests visiting and staying at its various resorts. In 2006, it launched the Ebony Perspectives Community, a small, private, and bra ...

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Paper
2.
Welcoming a new multicultural America
Gilbert R. Dávila, The Advertiser, October 2004, pp.54-60
Discusses the new multicultural nature of American society, and how the Walt Disney company is taking account of this with its media channels.

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Award-winning case study
3.
Walt Disney World 'Not Just a Theme Park'
Bruce Thompson, Canadian Congress of Advertising, Canadian Advertising Success Stories, 1997
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. A survey showed that Canadians were still travelling, ...

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