Disney marched its team of uniformed ambassadors across Canada late last month, where they handed out copies of ‘Passport to Dreams.’ The booklet gives info on deals at Walt Disney World in Florida, along with passport application forms.
‘Over two million Canadians travel to Florida every year,’ says Orlando-based Bruno Jauernig, Disney director of marketing strategy (U.S. & Canada).
The program is designed to avert confusion about the new law requiring everyone to have a valid passport when entering the U.S. by air, says Jauernig. ‘We pride ourselves on great guest services and we don’t want people to start [their vacations] on a bad note.’
This is also the first time Disney has offered a sweepstakes program in Canada. Highlights include savings on a week-long Walt Disney World dream vacation, special airfares through WestJet and Air Transat, and free ticket upgrades within the park. The grand prize is a trip to Disney World, as well as a stay at the Mickey Mouse penthouse in Disneyland in California.
The sweepstakes will be promoted through a print and
radio campaign until mid-May and online at disneyparks.ca. Toronto-based Solutions & Impact designed the passport booklet, and Starcom Mediavest Group Canada is handling the radio, print and online components.
