TV was the key media for our campaign because of its capacity to gather all family members in front of the screen. Moreover on Christmas’ Eve most Spanish families finish their night watching TV.

We created a Christmas Gala for Tele5 Channel that was held in Disneyland Paris Park and broadcasted on Christmas Eve. Some of the most famous Spanish and International artists together with the most significant Disney characters and the views of Sleeping Beauty Castle, entertained parents and their children all night long. To maximise the visibility and boost DLP awareness we also generated in – program moments in which TV presenters announced Disneyland Paris celebration programming for its 20th anniversary to leverage interest on visiting the park. Also, Disneyland Paris sponsored the Gala and made self promotions.

The Disney Gala had a huge effect in December in terms of awareness, soaring the number of mentions (+2.300.000, Index 241 vs Dec’10) with no spot activity. The PR results showed more than 40,000,000 contacts over the Christmas period.Three months later, the first sales campaign (still open) has already surpassed previous year performance in more than 6%. This looks like a really good year in terms of sales even under Spanish economical crisis.