| Journal: TWUK | Section: |
| Title: | Issue Date: 19/11/01 |
| Author: | Page Number: 25 |
| Copyright: Other |
Marketing drive
Disney looks to airwaves as bookings fall
Report by FIONAROBINSON
DISNEY is planning a major advertising and marketing campaign in a bid to boost flagging UK visitor numbers to its US parks and resorts since September 11.
Sales and travel industry marketing director Kevin Brett said: “It’s going to be a very difficult year and it’s going to be an uphill task. But we are expecting bookings to pick up in the new year.”
The campaign, which will start on Boxing Day and will run until late March, will feature advertorials in national and regional newspapers as well as magazine and radio promotions for the first time.
The group will be running more television commercials than last year, which are predicted to reach 25% more viewers or 32 million people.
The theme park operator was keen to stress the importance of agents and operators in its plans to promote the parks. Brett said: “From December to March our goal is to support our travel industry partners by stimulating the market.”
In order to boost sales through agents Disney will also be looking at expanding its training opportunities and improving its communications with agents and operators.
It also plans to improve its website (www.disneytravelagents.co.uk) to include training information and incentives.
Disney is also looking to introduce e-mail alerts and text messaging services to keep agents and operators up to date with Disney news such as new rides, attractions or offers.
Looked after:Disney is to keep agents up to date on attractions