Disney Business Solutions puts emotion at the heart of its MICE

Disney Business Solutions has launched a new brand platform designed to make client events more of an experience. The campaign, ‘Turn events into emotion’, is the Disneyland Paris integrated MICE destination’s latest response to the moving meetings and events market in Europe. The resort’s Disney Business Solutions team says the new campaign is designed to transform events “into unforgettable stories powered by emotion” and promises ROE, or ‘Return on Emotion’. Management claims: “The success of any event is measured by the quality of the emotions it creates”. Disney Business Solutions has also updated its logo, giving it a raspberry colour and rounded shape designed to give a warmer look. Nicolas Dupeux, Disney Business Solutions director, says: “The MICE market is undergoing massive development. The challenge for us is to differentiate ourselves and show people what we do best. Our aim in redesigning the Disney Business Solutions brand platform was to assert our place in the market and our role in Disney, making emotion our trademark. “Emotion has always been in the brand DNA of Disney – the teller of stories. With this new identity, we are re-appropriating the asset of emotion and making it a core element of our events expertise. ROE – Return on Emotion – is our new promise of success for any event. Allied with ROI, it means we can combine the practical with the emotional.” Disney Business Solutions claims to be Europe’s Number 1 integrated MICE destination, having organised over 850 events a year for 24 years.