Walt Disney Attractions is restructuring its marketing team to
boost the number of UK visitors to Walt Disney World in Florida and
DisneyLand in California.
Tom Allen, currently UK sales director, has been made WDA’s first
regional vice-president to be based outside the US.
He will have overall responsibility for all marketing and sales
activities in Europe, the Middle East and Africa.
Stephen Park, currently director of consumer marketing, has been
promoted to director of marketing and sales for UK and Ireland.
His remit will broadened to include consumer and travel industry
marketing as well as the sales and public relations functions.
It is the first time that WDA’s UK arm has brought together its consumer
and travel industry departments.
Park said he plans to increase the total marketing team of 30 people by
around 30% over the next year.
’Consumers are well aware of the brand - research shows that 39% are
keen to visit the resorts during the next three years - but in order to
convert this interest into visits, we need the co-operation of the
travel industry,’ said Park.
WDA is developing a new television campaign through Leo Burnett to break
in September, which will focus on the ease of booking a visit to the
WDA will increase its UK advertising budget from pounds 4m to pounds
6.5m next year.
Park is also working with below-the-line agency MSB&K to further develop
WDA’s database of two million customers and prospects.