So many promotions, live broadcasts and competitions - yet so little imagery!

The majority of my time in the Disney Destinations team was in the Partnerships team. The remit: driving earned media for Disneyland Paris, Walt Disney World and Disney Cruise Line amongst relevant audiences.

The role was quite niche, as it sat between PR and marketing. I worked with media partners, retailers, corporate alliance partners and other parts of the Disney business (it’s such a huge beast of a conglomerate I probably spent about 40% of my time on cross-company activity).

In my time I hosted countless live radio broadcasts from the parks and onboard Disney Cruise Line (definitely upwards of ten), filmed numerous competition promotional spots, and gave away more Disney holidays than I can remember. Definitely 100s. Maybe that means I was actually a real-life fairy god mother?

The messaging was always very specific for these campaigns. Disney Destinations don’t have an awareness problem; they have an intent / consideration challenge. People know the Parks and Cruise Line exist. They want to go on a Disney holiday, one day. The question was always, how do we get them to convert now. My channels were always about delivering that reason why - showcasing it, bringing the product to life. And also getting leads for the database.

Each year I was in the Disney Destinations team I delivered the equivalent of millions of pounds of media value. Each broadcast or activity was a big project, and I was responsible for logistics, contracts, shaping the messaging, hosting well-known talent, accommodation, travel, creative approvals, project management and stakeholder management.

It was hard work (people don’t often believe that), but it was a dream come true to work with such amazing destinations, beautiful partners and phenomenal brands!