Creating a “Disney Experience” that enriches a child’s imagination and provides a life-changing and mind-opening adventure that parents will want to give their children right now.
Walt Disney tasked CHWA with expanding engagement among the AA (African American) crowd through a compelling advertising campaign with relevant insights to a diverse audience.
Prior to 2006, there was no AA targeted advertising by Disney despite research showing African Americans thought highly of the brand overall.
Studies suggested that AAs were less likely to visit Disney theme parks. They had less affinity toward Disney’s stories and characters.
The audience believed that a Disney vacation was more aspirational than realistic: “How can I use my resources to benefit my family today, not tomorrow?”
Expand park visits among AA mothers with kids aged 4–9. Since AA mothers value education and experience for their kids, it was important to endorse a visit to Disney as an enriching and valued experience.