inquisity

I just saw an ad for Disney World Vacations. The tagline: “Discover how a Disney vacation is more affordable than you might think. Go to www.disneyworld.com/affordable to find out more.”

I’m guessing Disney wants to show us that Disney vacations are reachable for those of us who aren’t millionaires, but this ad does the opposite. By telling us Disney World is “more affordable than I might think,” it actually perpetuates the idea that a vacation with Disney is very expensive and out of my reach. Disney is a premium brand, and I don’t think it’s a good idea to market the Disney magic as a budget brand.