Anyone mind helping me with my college paper?

[quinnmom76]

Hi everyone! I am thinking of doing my final Marketing project on Disney focusing more attention on marketing toward adults without children. The assignment is asking for a repositioning of a product's marketing.

Do you feel it would be beneficial for Disney to create more ads, such as TV commercials and print, touting all WDW has to offer to the adult crowds? If so, any ideas or input would be appreciated. Thank you! --- Lisa

 

[rebecca06261]

It wouldn't be beneficial for me, simply because the thing I love most about Disney is how just seeing a DisneyParks commercial makes me giddy, just like a little school-girl. Imho, most of us on the DISboards are Disney lovers, and don't require the additional marketing. They have our money already!

 

[DisneydaveCT]

Hi everyone! I am thinking of doing my final Marketing project on Disney focusing more attention on marketing toward adults without children. The assignment is asking for a repositioning of a product's marketing.

Do you feel it would be beneficial for Disney to create more ads, such as TV commercials and print, touting all WDW has to offer to the adult crowds? If so, any ideas or input would be appreciated. Thank you! --- Lisa

Several years ago, Disney did a campaign that appeared to be aimed at adults without kids. It showed the various activities an adult couple would enjoy...dinning, dancing, golf, and a quiet moment on the beach for just the two. I think that an expansion of that campaign might bring in adults who are not Dissers.

 

[gismo1554]

Hope you don't mind a UK point of view here.

We have a lot of adverts over here all of which are aimed at Children. Having grown up going to Disney I know there is more to offer than just that but alot of people don't. I think that there should be some form of Adult advertising outside of the parks as my DBF who is coming to Disney for the first time in October is a testimount to. On the first suggestion of Disney he thought I was a nut. Now he's just as excited as me. I've found loads of things off here and having been to alot of the adult events such as Food and Wine and Pleasure Island could share alot of information but none of this is advertised over here. Disney in the UK is seen as pretty much a child/family holiday but there is a lot of adult stuff that people don't know about. I would love to see more advertisement of the adult stuff or even an Adult only planning kit. You could have both options - Family or Adult only - that way you could choose on the website which is best for you. The adult one would then have sections on things like Pleasure Island, Spas, Golf etc as well as the standard park information. It could also recommend the best times to come (such as Food & Wine week in EPCOT or Flower & Garden Festival) and give information on restaurants such as Victoria & Alberts. The standard planning kit has little information about the Adult side of Disney (mainly a small 1 sided leaflet) and it would be nice to know more. For example there is never any advertisement of Jellyrolls in the planning kit and yet this is a great place for adults. I do think the Family TV adverts are still OK but they could have an adult advert too that could be scheduled for later advertising slots. Over here we have the standard family trip advert on on weekends mainly during the day so you could then show perhaps on a Saturday night the adult one. Also maybe an Adult section of the Disney website. Didn't they use to do Experiences which had an adult section but I can't see this any more.

 

[ahoff]

It seems to me that Disney is increasing the number of running events. Maybe they were always there, and I was not paying attention, but as I have started to run again I notice more running events. I guess the marathon has been going on for a while, but now I hear of the ToT 10K, an EE 5K, now a Princess 10K, and several more I cannot recall at this time. I wouldn't be surprised if there will soon be monthly events going on soon, which will attract more adults who are into that sort of thing.

 

[quinnmom76]

Thanks to all of you for your help! I have only been to WDW once in my life and that was a year ago with my kids. I always thought of it as a place where you go as a kid and not again until you take your own kids. But I do have some co-workers who don't have children with their husbands/partners who go there 2x a year. I always thought they must be a little strange to want to go to a place that's all about fantasy and for kids all the time. I guess a lot of people think of it like your DBF does Sarah. But after doing my camando research I realized WDW wasn't at all what I thought and had plenty to offer to the adult crowd. In fact, there were a few times during our visit that I had wished we weren't there with the kids! I wasn't aware that they had done an adult-themed campaign years ago, I did try to find something like that but couldn't locate anything. I'll hunt around a little more. I think I've scraped all of the adult-friendly activities I could off of the Disney website. I didn't even think of the marathons so thank you for that suggestion. You have all been very helpful and thanks again! --- Lisa

 

[gismo1554]

Thanks to all of you for your help! I have only been to WDW once in my life and that was a year ago with my kids. I always thought of it as a place where you go as a kid and not again until you take your own kids. But I do have some co-workers who don't have children with their husbands/partners who go there 2x a year. I always thought they must be a little strange to want to go to a place that's all about fantasy and for kids all the time. I guess a lot of people think of it like your DBF does Sarah. But after doing my camando research I realized WDW wasn't at all what I thought and had plenty to offer to the adult crowd. In fact, there were a few times during our visit that I had wished we weren't there with the kids! I wasn't aware that they had done an adult-themed campaign years ago, I did try to find something like that but couldn't locate anything. I'll hunt around a little more. I think I've scraped all of the adult-friendly activities I could off of the Disney website. I didn't even think of the marathons so thank you for that suggestion. You have all been very helpful and thanks again! --- Lisa

No problem. Any other help you would like let me know. Oh and have you managed to get things like Fishing off the site? These took a lot of searching for when I was look for DBF the other day! Disney seems determined to hide things

 

[luckyfin]

I would see this as being beneficial. DH and I, as I'm sure most people on this board do, spend a lot of time defending why we go to Disney as 2 adults, and everybody seems to be surprised when I tell them some of the things that Disney has to offer for adults. Come to think of it, maybe I don't want the hidden secrets revealed I would hate having to be part of a crowd.

 

[Safari Queen]

I remember the campaign for adults several years ago. One showed adult children wondering what their parents would find to do at WDW, then showed the parents having a great time there. There's boating, golf, swimming, and regular resort stuff, really fabulous restaurants, plus really special options like parasailing, race car driving, baseball spring training, backstage tours...so much!

We went a few times with the kids but didn't really become fanatics until it was just the two of us. We go two or more times a year now and always wish we could stay longer. Although I dread bigger crowds, I agree that a lot more adults would probably go if they knew about events like Food & Wine and Flower & Garden. Most people seem to think WDW = MK. It's so much more, even if you never enter a park!

 

[TandyR]

Oh I remember that ad campaign. I thought it was great and now I am living it. The first time DH and I went without kids to WDW was so I could do a Tri there. Nothing like running through MK and the castle before anyone else is there. My kids could understand us going without them for that. Now that we are going for a second honeymoon in November without them they aren't sure how we will spend our time. I tell them don't worry about us we will be ok.

I would think an ad campaign playing up the extreme sporting events like the Tris, the marathons and the like would be a great way to go. I have been doing Trialonons for years now and they are getting more and more popular and the ones held at Disney are viewed as some of the best. I could see an ad where a couple goes for the Tri at the begining of the trip and then stay for the food and dancing and spa treatments and rides etc for the week after the Tri (always after the Tri doing Disney before a Tri could tire you out too much to finish the Tri ) . There are articles in Tri magazines talking about how to do your Disney Tri correctly and getting some print ads in those magazines would give a chance to show that there is more then just the Tri that an adult traveler can do.

 

[Suzie Zoo]

I wish I had picked such fun topics when I was writing my college papers!!!

I remember that ad campaign as well, and I absolutely loved it! I had a friend go to Vegas recently and she described it as "The Disney World for Grownups" and all I could thing was... "But Disney World is the Disney World for Grownups!!" (Didn't say that to her, of course!!!)

I think there are a lot of adults who only remember going to the Magic Kingdom when they were younger who would never consider going to Disney World without children of their own... and also plenty of single people who wouldn't think to go by themselves.

More marketing targeting those two groups would be a great idea, I think... not that I want even more people at the parks when I'm there mind you

Good luck!! Sounds like such a fun topic!!

 

[whodini]

I just got married at WDW this past November. We had several people attend that had never been to WDW, or never thought about going. Everyone was surprised at how much there was to do and how good the food actually was. Even after us sending updates to people about the Food & Wine Festival going on in Epcot, many chose to ignore it and were then disappointed that they didn't plan on spending an extra day or two in town to attend. We had a lot of guests say something along the lines of "I never knew there was more than just Mickey Mouse and Its a Small World".

Along with a marketing campaign, they could use an area of the website dedicated to just all the adult activities that they have to offer. Even something with a little more sophisticated look and feel would probably be appreciated.

~ Chad