Magic and Mountains
Disney Vacation Club and Adventures by Disney planned a Sweepstakes with a two-part prize: one week at The Cabins at Disney's Fort Wilderness Resort at Walt Disney World Resort in Florida, and a weeklong guided trip through Wyoming's National Parks. I named the Sweepstakes and collaborated with a senior art director to create the campaign’s branding and tactics.
Disney Vacation Club and Adventures by Disney · Sweepstakes naming and integrated campaign · Copywriter
Naming
Two Disney businesses were offering two very different vacations as one prize, so the name had to signal both, sell the experiences instead of the locations, and make clear you’d win both rather than pick one. It also had to survive a lockup with two Disney logos on it.
“Double Disney Adventures” was too vague. “Walt Disney World and Wyoming” was too literal. Walt Disney World has magic and Wyoming has mountains, so the pairing felt natural (pun not intended).
We ran with Magic to Mountains for a while, and then I changed one word. “To” makes it an itinerary, and the trip doesn’t have to go in that order — you might opt to go to Wyoming first. Changing the preposition to “and” made it sound less like an itinerary and more like a deluxe prize.
I presented it to the clients and they approved it. From there, the duality did the work everywhere. Some of the concepts only exist because the name has two halves, like the split screens below.
Creative Director: Emma Alvarez
Senior Art Director: Maegan Williamson
Copywriter: Jack Lyons
Streaming Video
Paid Social
Launch
Sustain
Static 1
Static 2
Organic Social
TikTok
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