Disneyland® Paris Business Solutions
Promotion of Disneyland® Paris Business Solutions The business is promoted in a number of ways to their clients and potential clients. These methods include: 䊉 䊉 䊉 䊉 䊉
a full rage of brochures and printed material explaining different aspects of the products a specially designed CD-ROM that shows prospective clients the range of products and services on offer a Disneyland® Paris Business Solutions newsletter that is produced every month and sent out to existing/potential clients direct promotion with individual clients and incentive houses a web site – www.dlpbusiness.com
The web site, launched in January 1999, gives business clients everything they need to know about planning a conference at Disneyland® Paris. The site was specifically designed with the conference planner in mind and includes comprehensive information about the convention centres at both hotels. The web site also outlines all the resort hotels, the various shows on offer and entertainment incentive products, as well as maps, function-room layouts, capacities, technical services, etc. A news page features the latest offers and new services. The service also allows a client to check for availability, rates and brochures.
Conclusions Disneyland® Paris has been very effective at developing business trade for their theme park operation. The development of this business has been particularly focused on the UK, although clients have come from all over Europe. The development of this business has allowed the company to boost capacity in their hotels and make contribution to overall improvement in financial performance.
Discussion points and essay questions 1 Discuss the ways in which the development of conference and incentive travel can help in the overall strategy of a visitor attraction such as Disneyland® Paris. 2 Discuss the ways in which the Disneyland® Paris Business Solution promotes itself to potential clients. Evaluate the importance of the different methods of promotion that are used. 3 Disneyland® Paris has the advantage of being able to offer business clients the opportunity to combine business and leisure during the same event. Critically evaluate the reasons why this feature is particularly important for the development of conference and incentive business.
The authors would like to thank Carlo Olejniczak, Marketing Manager, Disneyland® Paris Business Solutions for help with the writing of this case study.
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