Disney Experiences
Black audiences love Disney, but they aren’t going to the parks. How do we get Black multi-generational families and Black people who are already Disney fans to visit the parks?
The brief was given by the client, and my team developed two mock creative campaigns for Disney Experiences via The MAIP Fellowship for the 2024 Summer Project. Our campaigns were selected as finalists, and we pitched our ideas to Disney representatives.
Copywriter: Grace Xiong | Art Directors: Ke’Ali McCarter & Stacey Polynice
Part of Your World
The campaign’s name is a famous quote from The Little Mermaid and communicates Disney’s eagerness to welcome and cultivate Black community.
In Black culture, family events such as reunions and cookouts are important for community building. An experiential campaign that leverages these community events and includes Black celebrity collaborations can authentically connect with Black families and give them a taste of the Walt Disney World experience.
OOH & Social Promo
Celebrity Collaborations
Disney Field Day Live Stream with Issa Rae
Promote family fun through a variety of Disney themed relay activities.
Build community as Issa Rae hosts an all-day live stream via Disney's YouTube & TikTok where people can donate to Thurgood Marshall Foundation.
Give families a chance to win an exclusive trip to Disney's Cinderella Castle by posting/sharing their Disney Field Day pictures on social media using the hashtag #PartOfYourWorld.
Rating Disney’s Favorite Snacks with Keith Lee
Encourage Disney families to explore Disney’s favorite snacks with Keith Lee by rating their favorite Disney sweet treats on a scale of 1-10.
Introduce families to a variety of trademark foods outside of the parks.
Sparks of Magic with Jordin Sparks
Create a cozy and fun atmosphere by providing musical entertainment.
Collaborate with Jordin Sparks, a talented R&B singer and Disney ambassador.
Other Activations
Enchanted Encounters
Connect guests to WDW through meet-and-greets with beloved Disney characters.
Offer guests photos as a keepsake after the event, allowing them to bring the Disney magic home.
Goodies/Merchandise
As a thank you, attendees will get a goodie bag with T-shirts, stickers, and a promo code they can redeem in the My Disney Experience App.
How We Do Disney
The campaign’s name comes from “that’s how we do,” a phrase widely used in African American Vernacular English (AAVE) to express pride in the way they live their lives. Planning a Disney trip for an entire family is intimidating since there are many interests, options, and cost. Black consumers are 50% more likely to listen to testimonials from Black celebrities and influencers, so partnering with Black celebrities and creators who curate personalized trip itineraries can help simplify vacation planning, giving Black families the opportunity to do Disney like them.
Celebrity Packs
In-app celebrity recommendations for consumers to purchase as a packaged deal to make the Walt Disney World planning process easier.
Purchasable itineraries (each celebrity pack has a curated itinerary for one park). You will be required to enter the number of family members upon purchase.
The Tia Package
For Tia Mowry and her two thrill-loving kids, the exciting land of Hollywood Studios is their go-to park in Walt Disney World. After a good night's rest at the Caribbean Beach Resort, the trio takes the Skyliner into the wonderful world of Hollywood.
Social Takeover: Pre-Pack Launch Promo
Celebrities Post Teasers:
“Disney and I got something planned for all my families out there!”
Pack Release Reveal:
“Experience #HowWeDoDisney World with The [Gabrielle/Tia] Pack in the Disney App, available June 1st!”
Social Takeover: Tia Launch Promo
The Gabrielle Package
For the Union/Wade family, Magic Kingdom is their park of choice. They start their day off at the beautiful Polonesian resort, then take the monorail into Magic Kingdom. The park’s variety is perfect for a blended family of 5 kids of different ages.
Social Takeover: Gabrielle Pack Launch
