Adventures by Disney launches a new itinerary every year. Most recently it was our task to create a compelling campaign to launch their new Rhône River Cruise itinerary through various social platforms.
Adventures by Disney journeys are feasts for the senses. The sights you see, and the colors you glimpse, are simply unforgettable. We want people to explore the newest itinerary in a brand new and visually interesting way, letting them truly discover “The Local Color.”
Shooting for a campaign, and at the same time capturing assets needed for a multitude of
purposes in far-flung countries is always a challenge on limited budgets. We traveled with a small video crew and an embedded photographer racing from location-to-location along the Rhone River capturing authentic moments with real families having the adventure of a lifetime.
The result: When we originally launched the brand platform "Let's Adventure Together" the new campaign generated an 80% increase in bookings in the first quarter and a 55% increase over the previous year. The business made a rapid shot to profitability and is now in the black. The launch of the Rhone River Cruise further pushed bookings beyond expectations, selling out in the first several weeks. The client conducted research into identifying why the business was magically doing so well. The findings: it was identifiable through clear and approachable marketing leaving the brand with an ownable and differentiated voice.
Activating this strategy, we paid close attention to best practices in social platforms
and endeavored to not overwhelm or oversaturate the consumer, but keep them
engaged for an extended period of time. Ultimately the goal is always to persuade
people to book trips and not disengage from the brand platforms.
POST COPY: This special color, a blend of orange and yellow, can be found only on the Ochre Trail. Here, you’ll tap into your artistic side and use pigments from the trail to create your very own masterpiece, just like Gauguin and the Impressionist painters of old. #LocalColorwithDisney #ColorsofRhone #AdventuresbyDisney #RhoneRiverCruise
POST COPY: You won’t truly discover the Rhône River’s #LocalColor until you uncover firsthand a heavenly truffle. Alongside man’s best friend, you’ll search for these sought-after delicacies at a beautiful green country farm. #LocalColorwithDisney #ColorsofRhone #AdventuresbyDisney #RhoneRiverCruise
POST COPY: It’s one of France’s most iconic colors, and it’s also the sweetest. They say you never forget a smell, so we’re confident your visit to Abbaye Notre-Dame de Sénanque Lavender Museum will be (fragrantly) memorable. #LocalColorwithDisney #ColorsofRhone #AdventuresbyDisney #RhoneRiverCruise