It's a special booking package - room at rack rate, tickets included for all the guests staying on the reservation and you get the dining plan for free.
It is only offered at limited times of the year, usually when they want to fill up the otherwise vacant rooms (hurricane season, back to school, etc) and the booking time frame is short, maybe 4-6 weeks and the number of reservations available at each resort is also limited. It has been offered in late Aug and early Sept for the past two years.