CREATORS’ BRIEF

Pan-European

Internet Advertising Campaign

• Planning for the creation of teasing tools and 3 mini-sites

• Design concepts

• Total pricing with breakdown: elements productioncopywriting in Frenchadaptation in 1 language: UKhosting (3 months)reporting executable CD

Expected deliverables for this brief

1. Create excitement (without mentionning Disneyland®)what’s going on ?example: video teaser on the web with a dedicated url (www.pretpourlegrandsaut.com)...

2. Generate viralitycreate buzz, viral marketing tools, send to a friend

3. Data collectione-mail registration through a gamelet your email and you will receive further news about what happened...

Teasing tools Communication Objectives

1. Awareness

– create and increase awareness in a quick way – communicate the urgency (“be the first one to experience this thrill”)

and the challenge (“drop in if you dare”) – Give legitimacy & depth for positioning Disneyland® Resort Paris as there is

something exciting for Younger Disney Adults

2. Data collection and virality

Attracting game and goodies for Young adults, enewsletter registration, send to a friend...

Reveal Communication Objectives

• From “Blairwitch” to “Scary Movie”• Specific atmosphere with special effects• Fun (even big adreline rush foreseen) : dedramatize the big thrill, not to show it in a

too scary way• Interactivity• Direct tone (ie Young Adult) : not to be kid oriented• Challenge message • Disney / story telling• The bell man is an important character to use

Tone & Manner

• The Twilight Zone Tower of Terror™ is located at Disneyland® Resort Paris (we don’t communicate on Walt Disney Studios®)

• Set up a specific thrilling (without being scary), exciting and fun atmosphere

• Target representation: show creative with this target group• Specific creative assets (logo, text, key visuals, supporting graphics)• Leverage depth of story vs pure thrill (Disneyland® competitive

advantage vs Asterix, Alton Towers, …)

Creative Mandatories

• Pitch answers to be received January 1st

• Beginning of production Mid February

• Delivery Deadline Mid March

• On air date : teasing & reveal tools April

• Removal date end of May

Project milestones