Disney’s “Incredible” Marketing

Disney kicked off their summer promotion campaign—“Incredible Summer.” Fans will be quick to notice the campaign promotes a separate Pixar franchise, Incredibles 2, even though Toy Story Land opens at Disney’s Hollywood Studios. But Disney brands like no other. Most people visiting Disney this summer started planning and booking their vacation months ago, so rather than convincing people to come, Disney is reminding people to see the new movie and solidifying the mental connection between Walt Disney World and everything else the company offers. People can feel like they are experiencing Incredibles 2 at Disney World, even without new themed attractions. It's the marketing equivalent of eating your cake and while still having it, too. (Theme Park Insider, 2.4.18)