The communication plan agreed will allow Andorra to be advertised in a wide variety of promotional formats and movies owned by the multinational, to present the country’s tourism offer. First, there will be a campaign on both Disney Channel and Disney digital media throughout the year that will help Andorra become known as a tourist destination through different promotional spots. From February to March, Andorra will promote its winter offer; Stelar shows, by Cirque du Soleil, will be presented from May to June, and the activities included in the summer holidays will be promoted from June to July.
Andorra will also be present on many movie premiere trailers such as the Beauty and the Beast (May 17), Pirates of the Caribbean (May 26) Cars 3 (14 July) on Disney Channel and Disney magazines. Meanwhile, many theaters from Barcelona, Madrid, Valencia, Alicante and Granada will organize different contests, expecting to reach more than a million spectators.
In addition, Andorra will be connected to any Frozen content, the highest grossing animation movie in history, in different Disney platforms in winter and in summer. In fact, one of the most beloved characters of this film, Olaf, will star from June to -08- in different pop-ups to give advice and various competitions for younger members of the family that will be organized online or via Disney Channel.
Furthermore, many high-impact actions will be launched in shops, such as three Andorran promotion campaigns in 11 Disney stores in Spain, and the theme “Andorra un destino de película” will be presented in Madrid theaters for six months. The campaign will end with Disney’s presence on a thematic Andorran carriage during the 2018 Madrid three Kings Parade.