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 Disneyworld.co.uk 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.

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