Making Magic Happen From Start To Finish

Cinderella Castle in the Magic Kingdom at Walt...
Cinderella Castle in the Magic Kingdom at Walt Disney World. (Photo credit: Wikipedia)

As a child, we didn’t do the American road trips to a variety of vacation spots. As teenagers, however, we did get to go to Disney World. Like most kids, I fell in love. I had the opportunity to visit a few more times as an adult (one visit will go in the best forgotten list, but that’s a whole other story). A few years later, I moved to Las Vegas and made a couple of quick drives over to Disneyland – also beautiful but somehow not as “magic” as Disney World. I think it’s the relative distance to the outside world versus the amount of land available to keep you insulated in Disney World.

I have a four-year-old nephew now, and I thought a family vacation was in order. So, off we went to Disney World (or as he likes to refer to it “Mickey Mouse’s house”).

As a brand marketer, I inspect every interaction I have with a business as well as their communications. I review. I compliment. I critique. It’s no surprise that I found Disney World to hit it on all marks, and that this is yet another great pat on the back to the cast members that made our experience so superior.

From the moment I stepped off the plane, everything was really like magic. Ask any of the men I travel with for work and they will tell you the most irritating thing about traveling with me is my inability to carry my bag on-board. I have to check. I’ve got products and they don’t fit into a one quart plastic bag. Sorry! None of them would complain if we had access to Disney’s Magical Express. I have to tell you this was one of my highlights. Having received (and used) brightly colored bag tags for my luggage, I went straight from the plane to board the Magical Express bus so we could start having fun in the Magic Kingdom as soon as we arrived at the hotel. Hours later when we returned to the hotel to check out our rooms, my luggage had magically been placed in my room. No calling the bell desk. No tip discomfort (Is it enough? Is it too much?).

Of course you realize we had a great time in the parks. There isn’t much that beats the smile on a four-year-old meeting Mickey & Minnie at the Town Square Theater or gliding through the air on one of Aladdin’s magic carpets.

When it was time to leave, it was magic again. I handed my bags to a friendly cast member named Frederick and he took care of all of the rest. I spent a few hours in the park, headed back to the Magic Express, and when I got to St. Louis, my luggage appeared on the baggage claim belt.

Disney realizes that how you start and how you end your vacation makes all the difference in how you remember it. Their delivery of their brand promise isn’t limited to the parks, the stuffed animals and attractions.

So, what do I do now? I look at our casinos and look at the customer experience journey. What are we doing to deliver on our brand promise and make visits memorable?

What are you doing?

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Making Magic Happen From Start To Finish

2 thoughts on “Making Magic Happen From Start To Finish

  1. Julia, very nice post! I like the way how you arrive at concluding that shopper experience is a holistic process from the beginning to the end. very nice metaphor!

    Thanks,

    Johannes

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