The Walt Disney World Resort, better known as Disney World, has spent six-figures an online campaign to support the launch of a new TV push to attract visitors.

The rich-media campaign, which backs TV work by Leo Burnett, will target ABC1 parents with children aged five to 15, with a slight bias towards mums, Jon Bigwood, direct marketing and new media manager at Walt Disney Parks & Resorts, said.

The online campaign's main objective is to drive traffic to in time for the resort's key booking period from September to October.

The media will be placed across a series of travel sites, as well as consumer portals, entertainment sites, and women's sites.

Bigwood said: "The marketing aim is to stimulate desire to visitors to visit Disney World, so hopefully traffic to the site will do this job for us.

Get the full story at DigitalBulletin