Walt Disney World
Background
Hispanic families already have high brand affinity and a strong interest in visiting the parks. They’re halfway to the most magical vacation of their lives, and it’s time to help them with the final step.
Ask
Develop an insight-driven, emotional campaign that strengthens brand affinity and makes Hispanic families book a trip to create their own lifelong cherished memories at WDW.
PROBLEM
Young Hispanic parents are juggling the many interests of their multi-generational families, making big trips seem stressful.
INSIGHT
These parents are the dream their own parents worked for, and the dream their own children live up to.
SOLUTION
Position Walt Disney World as the place where every family member makes cherished memories, with the young parent at the heart of creating them.
my role
consumer insights lead
strategy lead
key insight and strategy
deck creation and presentation
Team:
Florence Wang, Andrea Martínez, Thanh Huynh, Diamond Trinh, Ashley Dazé, Giselle Denisse, Omar Ali-Badia, Chelsea Chacha