Peak Seven Works Magic With Iconic Brands For Marketing Success
Written By Darren Seys - November 30, 2016
Peak Seven representatives worked for more than one year on intensive planning, licensing negotiations and creative development with Disney and Lennar officials on a large-scale collaborative effort to promote Lennar’s move-in ready homes in Southeast Florida.
Disney’s goal was to raise awareness of its Florida resident annual pass program and the company’s four Orlando-area parks: Magic Kingdom, EPCOT, Disney Hollywood Studios and Animal Kingdom.
The creative meetings took place in the prop rooms at Hollywood Studios.
“It really is an enchanted place where we were able to craft amazing ideas with our Lennar client and Disney partners,” said Peak Seven CEO Darren Seys who brought together the iconic entertainment and homebuilding brands.
Peak Seven created print, radio, television and digital campaigns along with supporting marketing materials featuring new and classic Disney characters and imagery. The integrated campaign allowed customers to engage with both brands on many different levels. Visitors to Lennar’s Welcome Home Centers received a 12-inch Olaf doll from Disney’s “FROZEN” blockbuster movie just for visiting. Those who bought a Lennar move-in ready home received two annual passes redeemable at any one of Disney’s four Florida parks.
And did the campaign have a fairy-tale ending?
“We couldn’t be happier with the results,” said Heath Rosenbaum, Content Relations Manager for Disney Destinations. Lennar’s Welcome Home Centers were buzzing with traffic and homebuyers were excited to receive the annual passes at closing. Based in Miami, Lennar is one of the nation’s largest builders of quality homes.
“Working with our client and a company as iconic as Disney has been an incredible and exciting experience,” Seys said. “It’s like being a kid and going to, well, Disney.”
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