Campaign
Quarter spread on the New York Times
WALT DISNEY WORLD - THE GRAND ADVENTURE
The Challenge:
American grandparents are younger and wealthier than ever. However, while they the have the time, money and appetite to travel, Walt Disney World has fallen off their radar.
The Goal:
Encourage grandparents to champion a family visit to Walt Disney World.
The insight:
Grandparents may be 2 generations older than their grandchildren, but emotionally they are equal.
The strategy:
Take parents out of the picture and highlight the magical bond only grandparents and their grandchildren have together.
The idea:
The Grand Adventure – adventures reserved only for those with ‘grand’ in their title.