“We pride ourselves on telling great destination stories, so it was a natural decision to partner with Disney for our award-winning United Stories campaign. Disney captures the best of American culture with its classic movies, theme parks and memorable characters. What better way to share the wonder of all the U.S. has to offer than through the magic of one of our nation’s greatest storytellers?”
— Tom Garzilli, Chief Marketing Officer, Brand USA
According to the Orlando Business Journal, there may be a benefit for Central Florida on the way from a combined effort between The Walt Disney Company and Brand USA. Together, the two entities are partnering for a marketing campaign intended to drive higher international tourism from key locations around the globe. The goal is to have fourteen markets targeted with advertising that would send them to the United States… and specifically for Disney, Central Florida. We can safely assume that much of this is to assist with convincing international travelers that Disney World is a safe place to go after the pandemic, as well as with current violent crime issues in the United States (and how those are covered internationally).
“With support from Disney, Brand USA and their creative partners at Beautiful Destinations, filmed and developed a full suite of video content and photos which will be used in both owned and paid digital channels as part of the campaign. The one-of-a-kind hero spot will be produced in 9 languages (English, Spanish – [Latin American] and Castilian, French, Korean, Japanese, Mandarin, Portuguese and German) allowing Disney to leverage in all of their key international markets,” said details provided to Orlando Business Journal by Brand USA.
The locales Disney and Brand USA will be targeting are:
- United Kingdom
- Canada
- Latin America
- Australia
- New Zealand
- Spain
- France
- Germany
- Greater China
- Southeast Asia
- Japan
- South Korea
Ultimately this continues to point towards the ongoing commitment The Walt Disney Company has to the success of Walt Disney World, and as a result, the broader Floridian region. Drama and politics may come and go, but Disney is tied to Florida forever.
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