Disneyland Paris takes top prize at the 11th Annual Creative Business Idea Awards

How do you increase vistors to a theme park when unemployment rates hover around 10 percent and the national economy has flat-lined?

That was the challenge facing communications company BETC Euro RSCG last year in its work for Disneyland Paris. The solution: create a crowdsourced social media campaign that reminds families of what Disneyland actually represents. Parents across Europe were asked to film the moment they told their children they would be going to Disneyland, with the footage then turned into a series of television spots on the theme, “The Magic Begins the Moment You Tell Them.”

Results: a new attendance record for the park in 2011 and the gold medal at Euro RSCG Worldwide’s 11th annual Creative Business Idea® Awards.

With BETC’s campaign, ‘The Magic Begins the Moment You Tell Them,’ we found a very true and powerful insight,” said Federico Gonzalez, SVP, marketing and sales, Euro Disney and Disney Destinations EMEA. “It goes beyond marketing, nothing is made up; it is the genuine response of children.”

We tapped into families’ very personal experiences,” added François Banon, vice president, communication, Euro Disney. “Parents filmed their kids’ reactions to the announcement, and the reality was more amazing than anything we could have planned. The strategy proved to be effective on every communication channel.

Stephanie Pitet, cofounder, Pitchville, and one of 20 international search consultants who made up the judging panel at this year’s CBI Awards, said: “The Disneyland Paris work is part of the growing trend of user-generated content, and it’s done here to perfection. The Disney brand embodies the values of family happiness and magical moments together—especially, for parents, those irrecoverable years when their children are young. By sharing the genuine and joyful reactions of real children upon learning of the family adventure to come, these spots are refreshingly real and honest—and create a sentimental association with the brand.”

Just over a decade ago when we put Creative Business Ideas® at the heart of everything we do, creativity and business effectiveness were seen as being at opposite ends of the spectrum,” said David Jones, global CEO of Havas and Euro RSCG Worldwide. “Now creativity is a boardroom topic, and, in a world in which you can no longer buy attention but instead have to earn it, those brilliant ideas that engage, entertain, cut through, and drive profitable growth have never been more sought after. The Creative Business Idea Awards celebrate those very ideas, and it’s great to see how digital and social are at the core of this year’s winners.”
Source: News Parcs

Disneyland Paris gets a greener vehicles fleet in partnership with Opel

Under the partnership between General Motors France and Euro Disney Associés S.C.A., operator of Disneyland Paris, the first European tourist destination has introduced into its fleet over 500 new vehicles of the car manufacturer Opel, including 260 commercial vehicles and 15 hybrid Opel Ampera cars.

The fleet includes numerous models to meet the needs of the various trades of the Disneyland Paris resort. Thus, Opel Corsa, Astra, Meriva, Zafira Tourer, Insignia, Combo and Vivaro Combi are available to employees for business travel while 15 Opel Amperas are intended for the management team.

As for the commercial vehicles, the Opel Movano will reinforce the work of horticulture and cleaning teams.  Several will be turned into refrigerated vans or will be use as a van to transport horses while the new Opel Combo will serve the fire service. All these vehicles include the latest technologies to reduce CO2 developed by Open : “ecoFLEX” and “Start / Stop”.

David Bucher, Marketing Manager of General Motors France, handed the fleet keys on April 25 to Thierry Pedros, Vice President Strategic Alliances Disneyland Paris and Walt Disney Company EMEA. “By offering innovative and environmentally friendly vehicles, Opel has captured all the needs of our employees and support us in our commitment to a more responsible mobility. We welcome it,” said Thierry Pedros.

David Bucher stated: “It is with great pleasure and pride that we are also helping to meet the diverse needs of Disneyland Paris: whether with all Opel vehicles necessary for everyday life of the parks or with the Opel Ampera, Car of the Year 2012, which perfectly meets the expectations of responsible mobility of Disneyland Paris while remaining unconstrained autonomy.”

Source: News Parcs