For the 1st time ever, Disneyland Paris has launched a pan-European User Generated Content contest engaging and challenging fans to share their own announcement video: when are you going to tell them?The whole communication platform has been built on the "when are you going to tell them?" concept and has been declined TTL.An initiative supported through a display and social campaign on key websites which have enabled to reach 39 Mi people across Europe.

Afterwards the concept has been declined for the ATL campaign, a breakthrough initiative launched to establish the new concept and raise the theme awareness and support bookings.-TV: 250 Mi contacts on our target audience across 4 markets (FR, UK, NL, BE)-Print: 38 Mi contacts on our TA across 4 markets-Outdoor: 280 Mi contacts on our TA across 4 markets-Online: 282 Mi d’impressions across 4 markets.

A very successful campaign that has allowed DLP to achieve a high Top of Mind Spontaneous Ad Awareness of 77% (+12 pts vs 2010 – source DLP barometer) and has generated high fans engagement :3,500 users content uploaded on the platform21,000 fans recruited on Facebook.146,000 visitors on the YouTube dedicated channel.300,000 visitors on the website.Online channels has played an important role to increase celebration awareness and also to drive intention to visit.Finally, The campaign has also contributed to attendance increase up 600k at 15.6 M and Resort Revenues up to 5% despite worsening economic context.