Disneyland Paris calls integrated ad review

Disneyland Paris is on the hunt for an agency to handle its integrated advertising account in the UK.

Disneyland Paris: wants to attract more visitors from the UK
Disneyland Paris: wants to attract more visitors from the UK

The holiday resort has approached a longlist of agencies with a view to holding a pitch for the business over the coming months.

It is understood that Disney is using the process to look at new ways of increasing the number of families from the UK that visit the resort.

Work is expected to include TV, press, digital and direct marketing activity.

Disney does not use a retained creative agency in the UK to handle the £5m advertising around its Disneyland Paris offering.

In recent years it has adapted work created by BETC Euro RSCG, its retained pan-European agency, for the UK market. Disney's longstanding relationship with BETC is unaffected by the UK review.

Last year, Disneyland Paris launched an integrated campaign promoting its New Generation Festival, which focused on the introduction of a number of new attractions based on the recent Pixar Animation films.

The ads showed Pixar characters from films such as 'Toy Story' and 'Monsters, Inc' parachuting into the park from a helicopter.

In October last year, Disney Resorts consolidated its £8m UK media planning and buying into Carat.