For the release of Disney’s Frozen II – Arandelle’s Secret, the Resort and the airline activated a completely customized experiential campaign based on the new animation movie, creating an immersive journey that builds up from the Hongqiao Shanghai airport, to the fully branded Boeing 737, to the Resort itself.
Elsa and her friends are at the center of the campaign’s storytelling, which offers a taste of the Disney magic that will stay with travelers all the way to the Shanghai amusement park. Ice blue and show white dominate the color palette throughout communication materials, leading everyone into a world that is suspended between reality and imagination.
The journey starts at the Hongqiao airport with the customized check-in area (including information desks and self-check-in kiosks), boarding passes and airport shuttle busses. The aircraft itself is wrapped in Frozen’s signature ice blue, featuring Elsa, Anna, Olaf and Kristoff. Inside the Boeing 737, the campaign’s visual inspired a variety of interpretations for seats, overhead compartments and cabin partitions.
Thus the trip becomes part of a bigger journey, inviting everyone to discover Disney’s charming universe and the amazing experience of taking a magic flight with Frozen’s protagonists.
