Disney Vacation Club unveiled a new brand platform this year, and I helped shape it.
Disney Vacation Club · Brand platform launch · Copywriter · 2026
Disney Vacation Club needed a glow-up. Stay Magical Year After Year was the tagline, but “stay” felt stagnant; “year after year” sounded repetitive. So we helped them rebrand with a new identity anchored with the tagline Always a Magical Tomorrow.
Although I didn’t write the line, I helped define it: I collaborated with our senior copywriter to write the new brand manual and style guide, and brought Always a Magical Tomorrow to life with its inaugural campaigns.
Here’s the new brand voice in the wild: the Dream Book, the audio spots, and the first integrated campaign.
Dream Book
The Dream Book is a physical book, styled like a travel magazine, that Disney Vacation Club gives to Disney Resort guests who are interested in purchasing a Membership, but aren’t fully sold yet. We already refreshed the book annually, but this time, Disney Vacation Club wanted us to fully overhaul it. We infused the new branding, rewrote everything in the new tone of voice, and restructured the information to follow a more narrative flow. It was the fullest expression yet of the new brand platform, and I wrote every word of it.
Group Creative Director: Lisa Tango
Creative Director: Chris Kloet
Producer: Evelyn Santana-Ducos
Senior Designer: Nathan Burns
Copywriter: Jack Lyons
Digital Audio
The brief asked us to explain Disney Vacation Club to listeners in an ear-catching way. In other words, it was our first opportunity to answer the question: What does the new brand sound like? Given that listeners would encounter the spot as an unwelcome interruption to their Spotify playlists, we needed to craft something that quickly grabbed their attention and gave them a reason to listen to the end. It also had to clearly read as a Disney Vacation Club spot, not a generic Walt Disney World or Disneyland one.
Our copy team brought five scripts to the client, and they picked mine to produce (I’ll take the W). I called it The Feeling of Tomorrow, and each line spoke to a sensory experience at a different vacation destination, reinforced by sound effects.
Listen below to hear what Always a Magical Tomorrow sounds like.
Group Creative Director: Lisa Tango
Creative Director: Sam Spratlin
Producer: Jim D’Addario
Senior Designer: Nathan Burns
Art Director: Anish Lahiri
Senior Copywriter (Creative Oversight): Samantha Holm
Copywriter: Jack Lyons
Repeatability Campaign
The first campaign under the new platform had to answer a fair question from anyone looking at a decades-long Membership: doesn’t returning to the same place get old after a while?
The answer is that the Resorts are nothing alike and the Parks keep evolving, so every trip is unique. I wrote the social videos, the static post, the email, and the display banners.
Group Creative Director: Lisa Tango
Creative Director: Chris Kloet
Producer: Evelyn Santana-Ducos
Senior Designer: Nathan Burns
Copywriter: Jack Lyons
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