Brand Strategy

SHANGHAI DISNEY RESORT: BRAND POSITIONING

Shanghai Disney Resort, the largest Disneyland outside of the U.S., was about to open its gates in 2016.

But Disney had a few challenges to face: more than half of the Chinese population didn't grow up with Disney nor were they familiar with its stories and characters. While the "Disney Dream" has long been established around the world, the word ‘dream’ was a loaded word associated to the ‘China Dream’, the government’s propaganda for national progress.

We embarked on a 2 year strategic journey to define a role for the brand and the park. This included talking to over 50 groups of parents and young adults, testing multiple territories, concepts and scripts to understand how the word 'dream' can be redefined. It was undeniable that in a country where pressure to succeed is immense, there was a longing for a simpler life filled with joy, wonder, and optimism. We believed that the childlike spirit is still inside us all, just waiting to be awakened.

AWAKEN THE DREAMER (点亮心中奇梦) not only became Shanghai Disney Resort’s brand purpose but also its brand tagline.