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Agents could benefit from Disney anniversary
June 2007 156

With Disneyland Paris celebrating its 15th anniversary with a year-long party, agents who tap into the ensuing excitement by adding the theme park to European holiday packages stand to generate extra billings.

“Travel agents will play a major role in the success of our 15th anniversary celebration,” said Norbert Stiekema, vice president of sales and distribution for Disneyland Resort Paris. “Agencies that familiarize themselves with the range of festivities and incorporate the celebration into their marketing plans will be able to tap the wave of enthusiasm the 15th anniversary is creating.” 
From a new parade spectacular with dozens of Disney characters to exciting new attractions and a magical makeover of Sleeping Beauty Castle, Disneyland Paris Resort celebrates its 15th anniversary with the biggest party ever.
“For 15 years, Disneyland Paris has been making dreams come true for guests of many cultures, languages and ages,” said Jay Rasulo, chairman of Walt Disney Parks and Resorts. “The yearlong ‘Place Where Dreams Come True’ celebration has something new for everyone – and festivities every single day for 12 magical months.” 
The celebration is backed by a major promotional and advertising campaign throughout Europe and other territories. Disneyland Resort Paris (DLRP) has also created a selection of promotional tools and materials to help travel agencies market the celebration to their own clients.
Stiekema offers a four-point plan for agencies eager to profit from the celebration. First, he suggests agents enrol in and complete online Disney Stars programme to help improve their selling skills and commission potential. He also recommends agencies coordinate their own marketing efforts to coincide with the destination’s advertising plans. His third point was to suggest adding a day-trip to Disneyland Resort Paris to clients planning a Paris vacation and finally, that agents learn about vacation package offers available during the celebration so that they can save clients money.
Three new attractions debut at Walt Disney Studios during the celebration, including one inspired by the hit film Finding Nemo, and another by the film Cars.




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