From its offices in France, DLP steers and deploys its strategies in the EMEA markets.
Coordination between in-house creative and media teams.
Campaign launches in 14 countries with a strong media mix to promote DLP offers.
The brand, a global player in the entertainment industry, needs to be able to regularly offer Internet users innovative content, in line with their geographic location, profile, navigation and language. The banners produced integrate qualitative elements from the many Disney universes, optimized for web and mobile browsing within a clearly defined legal framework.
The brand, which is world-renowned in the leisure and entertainment sector, faces multiple and complex communication challenges:
Adapting to local and global issues: the park must adapt its communications to reach the different markets (EMEA) in which it operates and their specific segments (families, young adults and international visitors...), using communication strategies tailored to each group.
In addition, although part of a global brand, Disneyland Paris must also take into account the cultural, economic and social specificities of its European location.
As a leader in the entertainment sector, Disneyland Paris must offer Internet users innovative and varied communication strategies and media.
Avoid advertising tiredness, caused by using the same creative assets over and over again. Communicate effectively on new shows, attractions or seasonal events to attract repeat visitors and new customers.
Highlighting its hotel portfolio, comprising 7 establishments, with a strong ROI challenge, price and availability flows that are used to drive complex yield management.
Advanced tracking, reporting, attribution and profitability measurement requirements, with complex calculation algorithms that analyze the value created for each scenario branch. This enables them to manage their existing strategies as precisely as possible, but also to test and learn new models.
And finally, promoting the Disney Magic: Disneyland Paris must effectively communicate the "magic" of the Disney experience, highlighting the unique attractions, shows and experiences available in the park. As a cultural icon, Disneyland Paris must maintain and promote a positive brand image.
It's for all these reasons that Disneyland Paris and ADventori work together, in a 100% made-to-measure ecosystem, centered around a CMP and daily support for teams.
Development of a creative campaign management platform: the Creative Management Platform
DLP and ADventori have collaborated to set up a Creative Management Platform enabling Disney's creative and media teams to work autonomously on a common tool for creating DCO banner ads and managing media strategy.
A tailor-made, self-service SaaS platform comprising three components:
1/ Project management
2/ Creative Library
3/ Decision Tree
Implementation of a creative automation strategy
Based on DLP's 4 media strategies, and linked to the CMP for control purposes, the creation of a meta-template, coupled with a library of frames, enabling the brand to play out all scenarios.
Deployment of an advanced Yield Management strategy using real-time availability and price data on banners based on the Disneyland Paris price calendar.
Customization of banners with cultural, economic and social specificities linked to markets and segments, enabling markets to push the offer most in line with local expectations.
Highlighting the many universes and themes of the Disney group: Marvel, Star Wars, Pixar, Disney ...
The use of travel data to identify people with an appetite for travel.
