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Global Branding On Ice

by Suzanne McDermott, Zofia Consulting, Wednesday, March 12, 2014

Feld Entertainment Global Brand Disney IHAF

When you're marketing a global brand, you need to be on your toes—especially when you’re promoting Disney On Ice. Produced by Feld Entertainment, the visual tour below gives you a sense of how our original materials migrated as the show made its way around the world. I’ve always been fascinating by what happens when creative assets leave US air space. Beginning with the key art, I hope you enjoy seeing how the work evolved from the US to Australia to several Asian markets.

Below, Disney On Ice presents Treasure Trove travels from the US, to Australia, to China.

Feld Entertainment Global Brand Disney IHAF

 Then to Japan and Thailand.

Feld Entertainment Global Brand Disney IHAFBelow, Disney On Ice presents Dare To Dream, originally developed for the US market (left). On the right is the key art to be used for EMEA markets. Due to her popularity, Snow White replaced Tiana from Disney’s The Princess Frog. Tiana remains in the show, just not in the marketing.

Feld Entertainment Global Brand Disney IHAFThere are also times when shows are adjusted to reflect cultural norms. Below are several photos that were retouched for use in the Middle East where women do not bare their shoulders, midriffs and anything above the knees (interesting when a mermaid is a part of the story). The in-house photo team worked with the costumes department to ensure that the retouching accurately reflected costumes that were still in development.

Feld Entertainment Global Brand Disney IHAF

Suzanne McDermott is Feld Entertainment’s former Vice President of Marketing & Creative Services. She worked on numerous “Disney On Ice” projects in her tenure at Feld. Suzanne is currently Senior Creative Services Advisor with Zofia Consulting.

Comments (1) -

Reginald United States
4/4/2014 10:04:31 PM #

Good afternoon! Impressive blog post you had written. In my opinion, you have explained all the important pointers and I had even write them down for future reading. Keep it up and thank you for discussing the vital information and facts.

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