Convincing Latin American families that one trip to Disney is really two unforgettable vacations
Alerta developed the original creative concept and scripts for the Two Vacations in One campaign, a bilingual platform designed to reframe the Disney trip as a dual experience that no Latin American family should leave on the table. We worked directly alongside Disney's in-hou...
The Challenge
Latin American families planning a trip to Walt Disney World already know the magic of the theme parks. The opportunity was to show them that the same trip could include a Disney Cruise, turning one vacation into two extraordinary experiences in a single journey. The challenge was to make that double experience feel not just appealing but irresistible across four distinct Latin American markets with different travel habits, cultural references, and decision-making dynamics.
The Solution
Alerta developed the original creative concept and scripts for the Two Vacations in One campaign, a bilingual platform designed to reframe the Disney trip as a dual experience that no Latin American family should leave on the table. We worked directly alongside Disney's in-house agency, attending production sessions and providing scriptwriting and creative assistance for the TV commercial and multiple social media pieces. The campaign spoke to the specific aspirations and travel motivations of families in Mexico, Argentina, Chile, and Colombia, making the case that combining a Walt Disney World visit with a Disney Cruise was not a luxury upgrade but the obvious way to make the most of a once-in-a-lifetime trip.
Campaign Content
How We Did It
Original creative concept
We developed the Two Vacations in One platform from scratch, a single idea that reframed the Disney experience for Latin American families by making the cruise feel like a natural and exciting extension of the theme park visit rather than a separate and more expensive decision.
Bilingual scripting for four markets
Scripts were developed in English and Spanish with the specific cultural nuances of four distinct Latin American markets in mind — ensuring the campaign felt relevant and aspirational to families in Mexico, Argentina, Chile, and Colombia simultaneously.
In-House agency collaboration
Alerta worked directly alongside Disney's in-house production team, attending sessions, providing creative guidance, and ensuring the original concept was executed with the same quality and cultural accuracy with which it was developed, in a true creative partnership from concept through production.
Making two experiences feel like one decision
The strategic creative challenge was to make the combination of theme parks and cruises feel effortless and obvious, rather than complicated or expensive. The campaign achieved that by focusing on the shared emotional experience of Disney magic in two different settings, rather than on the logistics of combining two products.
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