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disneymedia+


Heart Of The Matter


Disneymedia+ is the advertising and promotional heart of the Disney home - having launched just under two years ago, it is the living, beating core of Disney that allows its clients to reach every part of the entertainment giant’s many different touchpoints.


D


isney launched Disneymedia+ in 2011; an initiative designed to unify the entertainment giant's


advertising and promotional opportunities in the UK. "Essentially it meant turning the company on its head and instead of working vertically with each division having its own objectives and need to find partners, now we work horizontally across the entire business," explained Bobi Carley, commercial director for Disneymedia+ UK and Ireland. Sitting bang in the middle of the


company Disneymedia+ acts as a central hub and the team has been structured to provide marketing partners with a single


point of contact for multi-platform, multi-property and multi-target promotional and advertising opportunities across the breadth of The Walt Disney Company. This includes Marvel, ABC Studios and Disney/Pixar as well as branded platforms including Disney Channels and Disney Stores. "In short we can offer unique advertising and promotional


Taking The Highlands Road


One multi platform campaign that has been a highlight for Disneymedia+ is VisitScotland's (Scotland’s tourism organisation) global marketing campaign to promote Scottish tourism around the much-anticipated Disney/Pixar film Brave, which is set in the Scottish Highlands and features the flame-haired heroine, Merida. This marked the very first time that Disney had teamed up on this scale with a


country’s tourism organisation around the launch of one of its films. The campaign included multi-media activities such as joint TV and cinema advertising across the UK, North America and Europe, PR opportunities, digital marketing and events including premieres and screenings. In fact Scotland’s scenery, humour and culture were showcased on an unprecedented scale and the campaign positioned Scotland on the world stage in a way not seen since Braveheart. "This is a great example of when there is a strong link, and it makes sense to the consumer, it can really work," enthused Bobi. In fact the VisitScotland campaign is expected to boost Scotland's economy by £140 million. VisitScotland’s chairman, Mike Cantlay said: “This was an incredible opportunity to extend the reach of VisitScotland’s marketing activity across the world. This film was shown in more than 70 countries and gave us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched."


A SPECIAL MAX PUBLISHING 117 disney PUBLICATION 2013


Right: Bobi Carley, commercial director for Disneymedia+ UK and Ireland.


Below: VisitScotland's campaign with Brave is anticipated to boost the Scottish economy by £140m.


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