THE PARCE TRAVEL NETWORK
Disney's European marketing team was struggling with their messaging within their United Kingdom family segment. Despite promotions, flash sales, and new attractions nothing was driving sales enough to meet objectives.
In this project the team focused squarely on understanding the deeper insights driving a parent's decision to book a family trip to Disneyland Paris. Confronting competing amusement parks, travel complications, and the overall expense of a Disney vacations, families had a difficult time pulling the trigger on their intended dream family vacation