Direct Mail Piece of the Week: Disney
June 19, 2014
Our direct mail piece of the week brought a smile to my face when I saw the envelope. Then I couldn’t wait to open it and see what was inside. Disney did a masterful job of leveraging familiar Disney characters in an effort to inform us about a new service they were offering. Let’s take a closer look at their direct mail campaign.
Format: There was a 6” x 9” envelope with a 5.75” x 8.5” folded brochure (5.75” x 34” unfolded) inside.
Design: The envelope caught my eye because it had full color characters from Beauty and the Beast and the Incredibles, movies I have seen many times and enjoyed. The characters really stood out because they were spot uv’d. The gate fold brochure included more characters from the Incredibles and also had spot uv. The brochure was a unique size and fold combination. Disney used gold foil throughout the brochure which added to the richness of the direct mail campaign.
Printing & Paper: They used a silk text for the envelope and a silk cover for the brochure. Disney utilized special techniques: spot uv and gold foil. The envelope arrived in good condition.
Presentation: Disney used a tagline on the front: “Be our Guest…” as well as on the back of the envelope: “to an incredible new vacation experience.”
Purpose: To inform the consumer about a new feature Disney is offering visitors: MyMagic+.
Offer and Call-to-Action: There was no offer as this was meant to introduce consumers to the new experience. The call to action was to go to a website to watch a video and learn more or to go to a different website and book a stay at a Disney resort. Disney is advertising MyMagic+ as a means of organizing and enjoying a trip to Disney. There is a way to integrate your tickets, room keys and fast pass selections.
Digital technology integration: None. Disney opted to use a “less is more” strategy on this mass mailing. They kept the text pretty minimal and encouraged consumers to visit the websites. They could have included digital technology integration but it really was not necessary.
Personalization: None. I’m sure this was targeted direct mail as they definitely know about me and where I have stayed on-site and when I have visited so it was a little surprising the piece was not personalized. However, the purpose of the piece was to introduce a new service so it really was not needed.
Overall, this was a complex, yet simple piece. Kudos to Disney for tugging on my heartstrings!