Global Branding On Ice

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.

 Then to Japan and Thailand.

Below, 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.

There 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.

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.

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