Disney Vacation Club
Disney's Vacation Club is a multi-billion dollar behemoth vacation time-share club for Disney fans. DVC needed every single aspect of the business rebranded and redeveloped to feel modern and pair with the existing Disney brand. When they came to us they had no social presence, a dated website, and little promotional material. I'm most proud of leading the strategic charge to incorporate LGBT families in Disney advertising for the very first time, which is now being implemented.
Chris Bean (CD)
Danny Noval (ACD)
Kirk Summers (AD)
Lisa Melilo (Copy)
Carolyn Bergier (Copy)
McGarry Bowen (Account)
The Disney Prospect Dream Book
We created the Disney Vacation Club bible. We encapsulated EVERY Disney Resort and international offering and explained how the entire Membership program works in a user friendly way. We also made a color guided system to find specific sections easier.
Educating & Informing Prospects
The Digital Dream Book
We proposed an app that allowed users to take a digital tour of Membership in the comfort of their own home. The app featured videos we created, 360 panoramic tours of the accommodations, and even a live chat with a guide to drive sales.
Instructional Videos
We created a series of informative videos that helped users understand what they were buying, how it all works, and clearly explained the benefits and possibilities of membership.
Creating a Digital Presence
We strategically, and responsively redesigned DVC emails, newsletters, website, social feeds, and even made a forum for Members to interact with one another (considering they f'n love Disney). The modular email I redesigned resulted in $1.6 Million in influenced revenue, one Email alone.
A first for Disney Inclusion!
The first LGBT Disney Advertising!
I developed a pitch along with CD Daniel Noval to integrate LGBT families for the first time in Disney's advertising history. While Disney had various shows and content featuring LGBT characters, none of their advertising included this important group of people. Not only did this pitch improve business for Disney, but also helped positively affect culture. The proposal featured demographic statistics, in-market research, and insights into Disney brand alignment.
Disney Photography
Advertising Disney Vacation Club's 13 home resorts requires having a database of conceptual photography depicting families enjoying the magic of staying with Disney. Making an empty model room feel alive with kids running around on set was a regular problem to solve. For multiple shoots, we concepted various shot scenarios, casted REAL families for a natural feel, art directed on and off set, and directed all retouching efforts.
Team: Tom Shumilak (GCD), Chris Bean (CD), Kirk Summers (AD), Paul Costello (Photog)
