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.