Walt Disney Parks & Resorts advertising & marketing assignments

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Selected Disney Parks & Resorts advertising

Disney Parks & Resorts, home of the Disneyland business, is now the parent group's second biggest division by both revenues and profits. The economic downturn took a little shine of performance in 2009, but the business has gathered considerable momentum ever since. The original Disneyland in California was the world's first theme park, an immersive entertainment concept subsequently copied by numerous other companies, all with less success. It will celebrate its 65th anniversary in 2020. As if proof were needed of the Disney brand's power, the vast Walt Disney World resort in Florida - which houses a number of separate units including water parks, Disney-MGM Studios, the Animal Kingdom zoo park, and no fewer than 18 hotels and vacation clubs - is the world's single most popular tourist destination. DisneyQuest and ESPN Zone are smaller-scale entertainment centres operated regionally in the US. The domestic parks and resorts contribute three-quarters of divisional revenues. The international Disney Resorts division is much smaller but no less significant. Disneyland Paris and Tokyo Disneyland are respectively the #1 tourist attractions in Europe and Asia. Hong Kong Disneyland opened on reclaimed land in 2005, followed by Disneyland Shanghai in 2016. All the parks are conceived and designed by in-house division Walt Disney Imagineering. The Tokyo Disneyland is operated under license by local owner Oriental Land; Disney has a 47% stake in the Hong Kong park, 43% in Shanghai, and 81% of Disneyland Paris. The Parks & Resorts arm also houses the Disney Cruise line and the Disney Vacation Club and Disney Destinations travel agencies. In 2019, the Parks & Resorts division was merged with Disney Consumer Products as Parks, Experiences & Products, under the management of divisional chairman Bob Chapek. Revenues for the period to Sept 2019 reached a new high of $26.2bn, while operating income reached $6.8bn, also a best-ever performance.

Capsule checked 30th July 2019

Which agencies handle advertising for Disney Parks & Resorts? Find out more from the Account Assignments database.

Who are the marketing decisionmakers for Disney Parks & Resorts? Find out more from the Account Assignments database.

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Historical profile information for Walt Disney Company

Recent stories from Adbrands Update:

Adbrands Daily Update 15th Oct 2019: Omnicom Media Group retained the bulk of the business of Disney's North Amerian media channels following a major global review worth over $2bn in billings. That includes the Disney, Fox, Pixar, Marvel and other movie studios as well as ABC, ESPN and other broadcast and cable strands. A new dedicated agency, OMG23, is being created to manage the business. However, Publicis Media has been awarded all international entertainment assets as well as the soon-to-launch Disney+ streaming service worldwide and Disney's global Parks & Resorts division, previously held by Carat. It's an important counter to the Groupe's poor Q3 results, unveiled earlier than expected last week. (Was the timing arranged to get the bad news out of the way in time for this week's good news?) WPP is reported to have retained Disney's business in India.

Adbrands Social Media 8th Jan 2019: "The Little Duck". The latest spot from BETC Paris for Disneyland Paris is saccharine, soppy... and completely adorable! I'll have to confess that Donald Duck has never been my favourite Disney character, but this charming little fable is just perfect. A brilliant and heart-warming idea, brought to life with outstanding digital animation and true to the Disney brand in every way. It's ads like this that show why BETC has the creative reputation it does.

Adbrands Social Media 26th Feb 2014: "Still A Child At Heart". Here's another nice French spot, this time from BETC Paris for Disneyland Paris. It's aimed not at little kids but younger teens unsure whether Disney has stopped being cool for them. Nice idea. There's an English voiceover version as well but we prefer the French. 

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