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‘Also for grown up kids’: Disneyland Paris finally discovers the adult traveller

Wednesday, 8th October 2014 at 15:23

'Also for grown up kids': Disneyland Paris finally discovers the adult traveller

Don’t have kids under seven? At last, Disneyland Paris cares about you. Titled “Jen’s Surprise Week-end”, a new video posted without fanfare to the official Disneyland Paris YouTube channel sees a young British couple exploring the resort on a “romantic getaway” with the surprising closing tagline: also for grown up kids.

Watch the new 2 min 30 video below…

Filmed almost entirely from a first-person perspective, the video sees “Jen” being treated by her boyfriend to a surprise weekend at Disneyland Paris. The twenty-somethings arrive by train at Disneyland Hotel, ride Indiana Jones et le Temple du Péril, find their way through Alice’s Curious Labyrinth, sing along to “it’s a small world”, scream on The Twilight Zone Tower of Terror, eat candyfloss, work out the difference between Chip and Dale and even watch Disney Dreams! from a balcony of the exclusive Founders Club.

The promo is a follow-up to the incredibly popular Bad Boys at Disneyland Paris video, which launched in June and has since amassed over 4 million YouTube views, making it the most popular video both on the Disneyland Paris channel and for any video tagged “disneyland paris”.

Where that video began with its unusual subjects apathetic to the idea of a Disneyland Paris holiday — “why would we want to go to Disneyland?” — this new marketing work is thankfully warmer from the start, more like “why wouldn’t we want to go?”, with the couple providing a template for the fun any other couple could have at the resort.

There’s even a new page of the official website, titled “Grown-ups can also enjoy a lifetime of fun”, detailing the kinds of activities which might appeal to “Disney Adults”.

'Also for grown up kids': Disneyland Paris finally discovers the adult traveller

Some might baulk at the picture-perfectness of the good-looking couple; their impossibly chic home, their Disneyland Hotel budget, the fact that a personal video of their surprise holiday has somehow ended up on the official Disneyland Paris channel. It’s certainly contrived, and yet it’s impossible not to be overjoyed to find it there.

Not only does the video address a foolishly overlooked market for older visitors without children, it shows the general experience of a Disneyland Paris holiday — hotels, attractions, entertainment — in a way the resort all to often completely fails to present in its usual overly-computer generated, character-filled and child-focused promotions.

The irony of it all is that the idea “Disneyland is just for kids”, which this campaign tries to displace, is one implanted by Disneyland Paris itself through years of such advertising.

Even these two videos feel like a side project rather than part of their core marketing, but hopefully it’s only the beginning. With visitor numbers declining and families strapped for cash, they simply can’t play to a single audience of “Disney families” any more. These promos feel like we’re seeing the resort in a genuinely fresh and engaging way.

As Walt Disney said in one of his greatest mottos, “You’re dead if you aim only for kids. Adults are only kids grown up, anyway.”

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  • In its first year(s), DLP Paris really aimed at afluent, adult visitors. I remember staying at the New York in April of 1992, and thah I was astonished how “adult” everything was – nothing was in your face, there were tiny “EuroDisney”-Logos on the T-Shirts instead of huge Mickey Mouse faces, the atmosphere in the restaurants was relatively calm (though the food was mediocre at best).
    That strategy was, as we all know, deemed a failure, so they tried the opposite, and aimed completely at kids, hoping that they would bring their parents along…

  • I’m glad that DLP have realised again that there are adults without kids who want to go to DLP. My boyfriend and I go a couple of times a year. I’d love some ‘grown-ups only’ times at the parks (perhaps evenings or nights) so we can meet the characters and not have parents shoving their kids in front of my disabled boyfriend to get to the characters.

  • My husband and I will be visiting Disneyland Paris again next month. We are both over 60 and looking forward to our 12th visiting. I am sure it will not be the last time either. We are looking forward to taking our grandchildren in time with us.

  • My wife and I will be returning in the next few weeks for the twentieth time and the second time on our own. we love everything about Disney the rides the shows the restraunts,we have to visit at least once a year or we suffer from withdrawal symptoms.

  • Disney is not just for children, I’ve never seen it like that. I never stopped watching Disney movies, I still cry at sad moments and next month I’ll finally go to Disneyland Paris with my sister in law! We both love Disney and she’s never been there. I’m sure that people will look at us like we’ve escaped our supervisors and that we’re not completely 100% sane. But that is what makes life beautiful, having moments like that. I absolutely love it and I will never grow over it.

  • Disneyland Paris Holidays  6th July 2015, 20:50

    I’d love some ‘grown-ups only’ times at the parks (perhaps evenings or nights) so we can meet the characters and not have parents shoving their kids in front of my disabled boyfriend to get to the characters.


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