DISNEYLAND'S PRINCESS REVAMP by Publicis Consultants for Disneyland

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DISNEYLAND'S PRINCESS REVAMP

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Industry Leisure Parks
Media Promo & PR, Case study
Market France
Agency Publicis Consultants
Director Aurélie De Labarrière
Released October 2010

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: DISNEYLAND PARIS
Product/Service: RAIPONCE ARRIVAL
Vice President: Francois Banon (Disneyland Paris)
PR Director: Angela Bliss (Disneyland Paris)
PR Manager: Martina Stuben (Disneyland Paris)
Director: Aurélie de Labarrière (Pietri Publicis Consultants)
Account Director: Mathias Déon (Pietri Publicis Consultants)
Consultant: Loic Seailles (Pietri Publicis Consultants)
Media placement: TV Report - TF1 - SEPT A HUIT - 25 October 2010
Media placement: TV Report - CANAL + - SEPT A HUIT - 15 November 2010
Media placement: Press Release - GALA - 4 November 2010
Media placement: Press Release - BE - 15 November 2010
Media placement: Press Release - BIBA - 5 November 2010
Media placement: Press Release - COSMOPOLITAN - 8 November 2010
Media placement: Press Release - MADAME FIGARO - 27 November 2010
Media placement: Press Release - ELLE - 5 November 2010
Media placement: Press Relase - L'EXPRESS STYLES - 10 November 2010
Media placement: Press Relase - MILK - 1 December 2010

Summary of the Campaign
17 November 2010, Walt Disney Pictures launched Raiponce
Christmas 2010, Disneyland Paris welcomes its 10th princess, Raiponce, a princess with very long hair.
For this occasion, Disneyland Paris invites a very New Generation Hair Stylist: Charlie le Mindu. He is the hair stylist of Lady Gaga, VV Brown …
During one weekend in December, he created a pop up hair salon on a main street in Disneyland and styled little girl's hair like Princess Raiponce’s.
In order to make this place more fairy-like, Charlie built a very long braid from the top of the building to the door.

The Situation
The Christmas season is a very classical theme in the park with Christmas shows and decorations.

In order to speak about this period, the press need to be surprised.
That's why we decided to take advantage of the arrival of the new princess, make her trendy and offer the opportunity to the guests to have their dream come true in meeting Lady's Gaga hairdresser : Charlie Le Mindu

The Goal
The objective is to drive press coverage around the holiday season and show the "Trendy Side" of Disneyland Paris on behalf of fashion, woman, trendy press, blogs, TV and radio.

The Strategy
August: Charlie came to Disneyland Paris for inspiration and to tour backstage and meet the Disneyland make up & hair artists.
Beginning September:
- A broadcast team went to London to film Charlie in his environment for our ‘making of’ stories
- Charlie came to the park in order to make a shooting of his Raiponce. The shooting was broadcasted for the making of.


November 6/7: Press event
Charlie attended Disneyland Christmas press event: of press one-to ones and hairdressing of celebrities.
November 8: opening of the contest on Facebook

December 4/5:
Winners and bloggers are hair styled by Charlie Le Mindu in the pop up salon located on Main Street.

Execution
1. Prepare a message for Charlie Le Mindu to be in same line as Disneyland
2. Create Making of video + photo
3. Negotiate 2 exclusives:
- TF1 on TV in SEPT A HUIT (never done before)
- GALA in print press
3. Obtain Press Coverage for the press event where Charlie had became a pillar
4. Develop a Facebook Strategy

Documented Results
Media Value : 517 327 euros
Total Audience : 148 million
1500 Likes on the Facebook contest