The Ask
To get African American and Hispanic families to come experience Disney's new thrills together this summer and have the sense of urgency to do it now.
Process
As one of the strategists on the team, I co-lead the research, insight, and big idea section of the presentation. Since we had two target audiences, we wanted to make sure that we found a common thread that both audiences could relate to while not neglecting the things that made them unique. For this reason, we broke up the research by similarities, unique characteristics to each group, as well as external tension stopping the groups from going.
Through our insight brainstorm and research, we found that family vacation for Black and Hispanic families aren't just fun, they're also a way to invest into the identity of their families, connecting them to their culture and closer to each other. Through this, we came up with the Disney Thrills Tour, a invitation to come as a family and explore the parks with each other, while creating a treasure-hunt like experience for a chance to win Disney merch personalized to the winning family. We also included influencers in on this challenge as a way to gain more traction for this Thrills Tour in a way that would connect well with our target audience.
