DISNEY RESORT COLLECTION LAUNCH

1 - 13

Disney Resort Collection Strategy and Positioning Deck

Grand Floridian Mood Board

Polynesian Mood Board

Contemporary Mood Board

Animal Kingdom Mood Board

Disney Resort Collection Mood Board Gallery

+ Click to View Gallery

Disney Resort Collection Collateral

Contemporary Interior Spread

Disney Resort Collection Collateral

1/10

Disney Resort Brochure - Image Gallery

Disney Resort Branding and Style Guide

+ Click to View Style Guide

Creative: Wamsutta and Disney launched a bedding line inspired by Walt Disney World Resorts. The line captured the essence of Disney's Animal Kingdom Lodge, Grand Floridian Resort, the Polynesian and Yacht Club Resort. The creative style for the brand was lifestyle using still detail photography taken at each resort. The Disney Magic Castle, the iconic centerpiece of the resorts, was developed as the centerpiece for the collection and the brand.

The tagline "Bring the Magic Home" was directed at consumers who wished to capture the resort experience at home.

Audience: Heads of households, age 35 to 55, married with children, net worth >$100K.

Brand Strategy: To leverage Disney Resorts and Wamsutta equities, and to extend the Disney Resort experience and “mystique."

Brand Positioning: Bring home the magic of Disney's finest resorts with the distinctive Disney Resort Collection where luxury mingles with enchantment.