CASE STUDY – Disney Travel On Demand

CAMPAIGN DESCRIPTION:

Disney Travel On Demand is a branded advertiser channel running on Cablevision’s iO Platform. The interactive channel is fully branded and features video galleries, a pre-populated request for information form for ordering travel kits and a pre-populated “Talk to Agent” feature. These features allow viewers to use their remote to request a free planning DVD, or even receive a call from an agent within approximately 5 minutes.

CAMPAIGN OBJECTIVE:

Engage consumers in “Behind the Scenes” experiences and generate booking of Disney Destinations. Disney Travel On Demand allows consumers to interact with Disney at a time that they choose, in the comfort of their own home. Disney was seeking to reach upscale adults 25-54 with children and a proclivity for family vacations. Additionally, Disney was interested in how to “close the sale continuum” from brand exposure to purchase intent to actual purchase.

CHANNEL FEATURES:

• Video Gallery with original series including Fact or Fiction, Travel Insiders, and celebrity appearances
• Pre-populated Request for Information form to receive a free DVD about Disney Destinations
• Pre-populated Request for Information form to “Talk to an Agent”; have a Disney Travel Agent call you to help you plan and book your Disney Vacation.

RESULTS:

• Average of over 7 minutes spent per visitor
• 23% of viewers who talked to agent booked a trip through Disney Travel On Demand
• Long Term Renewal

TESTIMONIAL:

“Barry Frey and his team at Cablevision demonstrated an unrelenting passion for partnership, creativity, innovation and customer service that delivered to Disney an extraordinary product. Their work enabled us together to break new territory at both companies while creating an impactful television dialogue with our customers.

This relationship has been an important success and clearly demonstrates the value of video on demand, interactive television and cable TV advertising. The team at Cablevision worked consistently and diligently to optimize the marketing success of Disney Travel on Demand.”