Walt Disney World
For nearly a decade, The Little Big Book of Magic has been delighting thousands of potential Walt Disney World holiday-goers – but it had a confusing dual-purpose. Not only was it made to entice pre-bookers, it was also designed to be used as a post-booking planning tool.
The product feedback ranged from average to good, but the client wanted to make the book better, clearer and to only target the pre-booking market – all to encourage bookings. For this to work, the updated version would need to show everything the Resort has to offer, while giving customers that magical Disney feeling. And being Disney experts, they knew we were the agency for the job.
To understand what customers want and need before booking, we did our research. We combed through hints and tips from the Disney Parks Moms Panel, read dozens of blogs and even took a not-quite-all-work-and-no-play trip to Walt Disney World.
We also cut all the information customers didn’t need, making the content easier to digest and genuinely helpful. Despite that, there was still a huge amount to fit in. So customers could easily find what’s relevant to them, we separated everything into audience segments – from families with young children, to thrill-seekers looking for the biggest rides.
We couldn’t transform the book without sprinkling some pixie dust. With holographic foiling, bright colours and the introduction of classic Disney characters, we made pre-bookers feel nostalgic – but it wasn’t all about the grown-ups. To build excitement before the trip, we added fun sticker pages for kids – big and little.
In the first 28 days of the new book being sent out, conversion rates went up
Looking at customer reactions on social media, it’s not a surprise...
"Got my Little Big Book of Magic in the post today! Getting super excited for my trip now." -
"The Little Big Book of Magic is perfect for first-timers, there are even maps for each park, including all the pavilions in Epcot. Love it!" -
And this is just one success story out of dozens, see more of our work with Disney