The Disneyland Resort

Hacking the Magic

challenge

Disney aimed to ensure its $60 billion expansion in parks, attractions, cruise ships, and digital experiences aligned with its promise of delivering “The Happiest Place on Earth” across all properties.

strategic idea

Antonio & Paris developed a branding architecture and distinct personality for each Disney property, ensuring consistency with the overarching Masterbrand. We utilized PlayGround™, a qualitative insight tool, to uncover consumer emotions and instinctual needs, determining what must be true for guests to perceive each property as an authentic part of the Disney experience.

outcome

The insights led to strategic recommendations, including new IP-based attractions, customer journey enhancements, messaging architecture, and new audience segmentation. These guidelines are now shaping Disney’s multi-billion-dollar investment strategy.

Delivered consumer insights used to direct Disney’s $60 billion investment into their parks.

“Thank you for the great work! The insights A&P provided are being used to develop future opportunity areas such as new IP, marketing messages, and more with our internal teams.”

— Chris R., Consumer Insight, Measurement, & Analytics

Services

PlayGround Sessions, Brand Definition, Brand Positioning, Archetype & Needscope Identification, Customer Profiling & Segmentation, Core Messaging Platform

The Disneyland Resort

Hacking the Magic

challenge

Disney aimed to ensure its $60 billion expansion in parks, attractions, cruise ships, and digital experiences aligned with its promise of delivering “The Happiest Place on Earth” across all properties.

strategic idea

Antonio & Paris developed a branding architecture and distinct personality for each Disney property, ensuring consistency with the overarching Masterbrand. We utilized PlayGround™, a qualitative insight tool, to uncover consumer emotions and instinctual needs, determining what must be true for guests to perceive each property as an authentic part of the Disney experience.

outcome

The insights led to strategic recommendations, including new IP-based attractions, customer journey enhancements, messaging architecture, and new audience segmentation. These guidelines are now shaping Disney’s multi-billion-dollar investment strategy.

Delivered consumer insights used to direct Disney’s $60 billion investment into their parks.

“Thank you for the great work! The insights A&P provided are being used to develop future opportunity areas such as new IP, marketing messages, and more with our internal teams.”

— Chris R., Consumer Insight, Measurement, & Analytics

Services

PlayGround Sessions, Brand Definition, Brand Positioning, Archetype & Needscope Identification, Customer Profiling & Segmentation, Core Messaging Platform