To celebrate and raise awareness of the 30th anniversary of Disneyland Paris with a multi-channel campaign. At the same time showcasing what makes it such a magical destination for families.
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We created a campaign mechanic that provided national reach and coverage, whilst generating magical PR worthy moments and delivering surprise and delight for the audience throughout the campaign.
We delivered a competition via an outdoor activation and radio partnership. Thirty family holidays were locked away behind a magical door, which appeared in random locations across the UK. To unlock the magical prize families needed to find the lucky keys. We designed, developed and built a magical interactive portal to Disneyland Paris inspired by Sleeping Beauty’s portcullis.
Pre-launch awareness messaging ran across Heart Radio in the lead up to the live campaign. On 1st April 2022, four lucky Heart listeners were invited to try to unlock the door, with one lucky participant winning the first family holiday live on air.
The door then went on tour popping up in Manchester, Birmingham and London. Tens of thousands took part by registering online to receive a QR key to try to unlock a holiday to Disneyland Paris. Targeted outdoor advertising helped push registration and raise awareness of the campaign.
Heart Radio continued to advertise the Disney door on air and online with trails and live reads throughout the live activation.
Social Media helped push the messaging with Disney’s and Heart’s own platforms leading the way, while the door also gained traction organically.
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