Disney is venturing into the bustling corridors of major airports with several exciting OOH campaigns.
During this holiday travel season, the entertainment conglomerate is leveraging the power of OOH to introduce “Treasure” the newest addition to the Disney cruise line fleet. Scheduled to embark on its maiden voyage in December 2024, Disney is tactically deploying its ads at a time when the allure of experience gifts, particularly travel, is surging among consumers. A study by Wakefield Research underscores this trend, with an overwhelming 92% of Americans expressing a preference for experience-based gifts, a significant leap from 77% in the previous year.
In the past year cruises have resurfaced as a sought-after mode of vacation. The Cruise Line International Association projects a further uptick in cruising, with an anticipated 35.7 million passengers in 2024, eclipsing pre-pandemic figures by 6%. The U.S. continues to chart the course, accounting for a substantial 50% of the global cruise market. Amidst this revival, Disney’s new cruise ship “Treasure” is cleverly marketed as the quintessential family escapade, catering to families that value enriching experiences for their children.
Strategically positioned in travel hubs LAX and DFW, Disney’s colorful creatives entice travelers with the promise of an unforgettable family adventure. The high-traffic season amplifies the visibility of the campaign further, giving Disney the opportunity to reach a wide range of demographics. According to industry insights by Carnival Cruises, two-thirds of cruise participants in Q3 of 2023 were first-time cruisers, indicating a burgeoning market of travel enthusiasts and potential customers for “Treasure’s” maiden voyage in December 2024.
Moving beyond cruises, Disney is further leveraging JCDecaux’s high impact inventory for other product offerings including streaming service Disney+. During a time when streaming peaks, highlighted by Roku’s data indicating New Year’s and Christmas as the most active streaming weekends of the year– Disney+ seizes the moment to capture audiences’ attention with an oversized placement at LAX. Their 350-foot banner in Terminal 4’s tunnel is the airports largest, greeting an estimated 500,000 passengers in December alone. With an average tunnel walk time of five minutes, Disney+ showcases its rich catalog of festive films and series, turning the walk into an immersive preview of holiday entertainment.
The battle for viewers’ screen time is intense, with 86% of consumers subscribing to multiple streaming services, indicating both a willingness to spend and a discerning taste for content. In this competitive landscape, Disney+ focuses on exclusive offerings like “Home Alone” to drive new subscriptions, tapping into the statistic that over half of streamers have joined a service solely for a specific movie or show. This strategic placement at LAX, therefore, is not just about visibility, it’s about capitalizing on the holiday season’s spirit, leading to on-the-spot sign-ups.
At Orlando International Airport Disney is showcasing its local attractions, including the Animal Kingdom and Hollywood Studios, through JCDecaux’s new digital overhead displays. The dynamic creatives are perfectly placed to engage arriving passengers as they head toward baggage claim, providing timely inspiration for visitors looking to plan their stay.
Disney’s recent airport advertising campaigns demonstrate the versatility of Out-of-Home marketing in meeting a brand’s diverse strategic requirements. Whether it’s showcasing streaming platforms, theme parks or highlighting cruise vacations, these advertisements leverage the unique setting of airports to engage potential customers and pique their interest.