DONDE COMIENZA MAGIA

About Disney Experiences

Walt Disney World (WDW) is more than just a destination...It's a place where families create cherished memories that last a lifetime.

With 4 theme parks and 25+ resort hotels across America, Disney Experiences has brought the magic of Disney to families for 53 years and counting.

The Ask

Disney Experiences seeks an insight-driven campaign that strengthens emotional connections with Hispanic-American families by celebrating their unique cultural values and traditions.

The campaign should:

• Inspire brand love, which inspires action to book a WDW trip.
• Represent Hispanic-Americans.
• Demonstrate value despite perceived barriers.

Why Now?

As the largest minority in the country, Hispanic-Americans are on the rise, holding significant buying power.

Per the brief:

Hispanic-American families are repaving the road of "family fun," making it louder, bigger, and more vibrant. Now is the time to connect with them through identity, culture, and shared experiences.

Probing the Brief

The brief led us to wonder: Why do Hispanic-American families enjoy traveling in large groups?

It's because Hispanic families are notably larger than average in the US; they're multigenerational.

We're focusing on families that live together, celebrate together, and experience Disney together, from abuela to the youngest nieto.

Yet this led us to ask: If everyone travels together, who is actually steering the ship? Is it the parents? The kids? Abuela?

The Problem

Spoiler alert: it's everyone.

TLDR: Hispanic families face trip-planning challenges -- juggling cost, time, and meaningful experiences for everyone in the family. Every choice becomes a group decision, adding the pressure to get it right.

The Tension

So much coordination can make Hispanic families question: Is it even worth it?

This led us right into our key insight.

Key Insight

What if the effort is part of the magic?

The planning, the opinions, the back-and-forth: That's what makes the trip unforgettable.

Everyone, no matter what age, can find fulfillment and comfort in a Disney experience. Donde Comienza Magia, Where Magic Begins, is our campaign dedicated to embodying that sentiment for our target audience.

Manifesto

Commercial Concept I: Whistle While You Work

Our storytelling is warm and familiar: Hispanic-American culture is not only the star of the show, but also a colorful vessel that holds messaging that can reach all people.

We further contextualized Disney's current characters with stories true to Disney's time-honored brand.

In our first commercial concept, a team of beloved Disney characters help a familia realize their own Disney adventure. The mouse from Cinderella jumps onto a laptop key and Edna from The Incredibles holds up a custom family t-shirt design, all during a cover of Snow White's "Whistle While You Work".

Commercial Concept II: The Dreams of La Casita

In our second commercial concept, we wanted to emphasize that Disney offers something magical for everyone in the family, making it so much easier to plan activities that work for everyone's individual needs.

We open on Madre, mid-trip planning, unsure where to start. Then, Mirabel from Encanto appears, guiding her through each family member's dream.

• Hermana wants to meet all the princesses.
• Primo is after the most thrilling rides.
• Tio is on a mission to eat around the world.
• Abuela wants to relax and take in the sights.

Finally, Madre's dream is the simplest: To see her whole family happy. With a swirl of magic, we're transported to Epcot, where everyone's dream comes to life at once. It's clear that the most magical part of Disney is being together.

Experiential Activation: The Dreams of La Casita

Our experiential activation brings our second commercial's magic into the real world.

We're creating immersive Casitas in 4 of the major Hispanic-American populated cities: New York, Los Angeles, Houston, and Miami, where families can physically step into the dreams they have for Disney.

Each room transforms visitors' imaginations into the tangible experiences we saw in the commercial, while our Disney planning experts waiting outside la Casita help families turn these dreams into actual vacation plans.

Here, we recreate the first magical moment of their Disney journey right in their own community.

Paid Media Plan

Our paid media plan leads with authenticity, empowering our audience to share our content not because they have to, but because they want to.

With their use of social media when making buying decisions and tendency to share culturally resonant content, we knew social media was key to our campaign.

Social Assets

Social Asset I: Shhh…

Insights: Global travel app downloads hit 4.2 billion in 2024, up 3% from 2023. The MDE app ranked 29th among all travel apps on Apple’s App Store. (Sensor Tower)

These insights inspired our Instagram ad: A mother planning the surprise of a lifetime. To address the barrier of planning, we introduce tools like MDE that consoles the stressful vacation planning process.

The call to action is Download, which prompts the user to download the MDE app on the App Store.

Social Asset II: From Spreadsheets to Souvenirs

Insights: If Hispanic-Americans were a country, they’d have the 7th-largest economy in the world. And, when they travel, they outspend non-Hispanics by $300 per trip. (Travel Pulse)

Our second asset, a short-form video spot, taps into that value, showing that planning a Disney trip isn’t just fun, but worth it. In this ad, we also address the barrier of planning by introducing spreadsheets and the Disney Experiences website through the Learn More CTA as tools to aid their planning process.

Social Asset III: Before the Castle, Comes the Car Ride

Insight: Hispanics have both the highest person trips and vehicle trips per household than any other group. (National Household Travel Survey)

Our third social asset, a long-form YouTube spot, celebrates the moments before the castle. The call to action is Book Now, which directs to the booking site on disneyworld.com.

Intentionality is important, and little considerations can make all the difference. Each family member plays a distinct, comedic role, making the content engaging, rewatchable, and full of thoughtful cultural details.

Influencers

We identified two influencers with a strong Hispanic social media presence for our campaign.

Luisito Comunica is a Mexican Youtuber known for global travel and cultural storytelling. His channel is the second most subscribed in Mexico, and is the ninth most subscribed in the Spanish-speaking world.

He'll lead a YouTube series touring ‘La Casita,’ spotlighting each room’s cultural theme, and share heartfelt Disney moments on TikTok and Reels using our campaign hashtags.

Alejandra Tapia is a U.S. based Latina Tiktoker who blends bilingual cooking, cultural storytelling, and relatable family moments in her content, often featuring her mom and children.

For our campaign, she’ll create Disney-inspired recipes, share multigenerational cooking from Tío’s room, and engage audiences through crafts and Meta community engagement.

Measuring Success

Shaping Long Term Perception

We win when Hispanic-American families see WDW not just as a once-in-a-lifetime trip, but as a place that reflects who they are.

We can do that by launching a Family Series that shares real stories year-round, creating a Cultural Advisory Panel to guide messaging, and hosting community events in Hispanic-majority cities.

This shifts the perception from Disney wants us here to Disney is a place for us. When families see themselves in the story, they don’t just visit. They belong, return, and advocate for Disney for generations.

Campaign Overview

This campaign reframes the stress of planning a Walt Disney World trip for Hispanic families, showing it as part of the magic, and not a burden. The journey is just as magical as the destination.