A little big difference
- Client:Walt Disney Travel Company
- Project:Disney holiday collateral
The Walt Disney Travel Company help create Disney magic for holidaymakers around the world, facilitating trips to Disneyland Paris and Walt Disney World in Florida, and with Disney Cruise Line. When they decided to reimagine the way they communicated with customers throughout the booking process, they came to us. A fresh approach and a lot of strategic content planning later, we produced three distinctive printed materials that generated excitement and wonder at each stage of a carefully considered customer journey.
Magic at heart
The Walt Disney Travel Company don’t just sell Disney, they are Disney. They make the process of booking Disney holidays a magical experience – covering Disneyland Paris, Walt Disney World in Florida and Disney Cruise Line.
Consistency is key
The brand used a suite of printed materials to aid in the booking process, but the items had all been designed and updated at different times, becoming disjointed and inconsistent.
In 2016, they decided it was time to reimagine the overall look and feel of the communications that help guide their vast customer base through the entire booking process. With various materials going out over several key customer touchpoints, it was important to develop and maintain a consistent brand voice, look and feel throughout.
Creating a customer journey
We set out to design a seamless journey for customers with three fit-for-purpose print materials that generated excitement from start to finish.
The Little Big Book of Magic was a handy guide designed to evoke the wonder of a Disney holiday – but different versions for different touchpoints were becoming confusing and difficult to manage. We decided to transform it into a purely inspirational tool, letting customers imagine being in the heart of Disney magic before they book. A recon trip to Walt Disney World gave us a first-hand experience of the customer journey – it was important for us to bring the insights we gathered into the pages of the guide.
Then, it was the turn of the Walt Disney Travel Company brochure. With a new look and feel, it would become the perfect practical guide to help customers plan their holiday during and after booking.
Finally, post-booking Welcome Packs would increase customers’ anticipation of their holiday. Keeping excitement levels high would promote upselling of prebookabale extras, increase the frequency of park visits and increase spending within the parks. This would be aided by destination-specific guide books included in the Packs, containing lots of information on how to make the most of the parks and beyond.
A perfect trio
Little Big Book of Magic
We gave this magical book a complete overhaul, restructured with easy-to-understand, colour-coded content featuring useful tips and suggested itineraries created from information gathered during our time at Walt Disney World. Speaking directly to established audience categories, it contained activities to draw in the whole family – including a page of stickers that let kids mark the things they really wanted to do.
The design was bold, fun and eye-catching and the book as a whole was attractive and tactile, with a glistening front cover that caught the eye.
Walt Disney Travel Company brochure
We ensured a visual impact with updated design, and made the parks more of a standout feature to generate excitement about attractions, events and more. Clear information on key interest points like hotel facilities helped to ease the decision process while booking – and clean design for overall ease of use made for a highly effective planning tool.
Like a present waiting to be opened, these packs were designed to keep the magic going right until the day of travel. Debossed icons for each destination gave a tactile feel, while magnetic closing tabs made getting to the delights inside as easy as possible.
We designed Disney-themed stationery to help keep the brand at the forefront of customers’ minds – bright colours and bold graphic treatment ensured standout among other paperwork in the home. Luggage tags featuring Disney characters let customers personalise their holiday, and get excited about meeting their favourite faces.
For the Walt Disney World Resort and Disneyland Paris Welcome Packs, we refreshed the content of destination-specific guide books – including new hints and tips, a ‘before you travel’ checklist, suggested itineraries and a page featuring other Disney destinations they could visit on their next holiday.
Booking and beyond
The trio of publications turned out to be incredibly popular. Not only did customers find them informative and inspirational during the booking process – The Little Big Book of Magic became the go-to guide for guests exploring the Parks, thanks to its unique hints and tips and portable size.