Ceci Bergier Art Director
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Management

Copper Creek Resort

OVERVIEW: Disney Vacation Club was launching its newest resort, Copper Creek Villas and Cabins. As a result, it needed a new brand identity along with multiple communication pieces to promote sales. This process took between 6-8 months from conception to final development.

For the deliverables, the following elements were created:
Logo/brand style guide, product brochure, brand video, in-room displays, email templates, DM pieces and banners.

MY ROLE: I was in charge of supervising the project every step of the way, managing up to four designers at a time while dealing with day-to-day operations and rounds of approvals.

Brand Video

Video and type treatment for the brand.

Video and type treatment for the brand.

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CREDITS:
ACD/Art: Ceci Bergier
ACD/Copy: Lisa Melillo
ACD/Copy: Carolyn Bergier
Design: Rosa Odenwalder
Design 2: Katie Lafferty
CW: Sean Ready
CW 2: Katie Cascio
CD: Chris Bean


Movie Cross-Promotion

OVERVIEW: As part of the Disney brand, when certain movies or spots are made, we have the opportunity to use the content to create something that promotes Disney Vacation Club resorts. This meant we had to work from existing footage and follow strict guidelines about how to use the movie assets. 

MY ROLE: For these spots, I managed the day-to-day operations, providing creative input and feedback on concepts, storytelling, storyboard, art cards visual transitions and edits.

COCO PROMOTION:
We used the release of Coco to promote the Copper Creek resort. There wasn't an obvious tie between the movie and the wilderness-themed Resort, so we focused on the theme of enjoying family traditions:

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CREDITS - COCO:
ACD/Art: Ceci Bergier
ACD/Copy: Lisa Melillo
AD: Katie Lafferty
CW: Sean Ready
CD: Chris Bean

MOANA PROMOTION:
We used the release of Moana to promote Disney’s Polynesian Villas & Bungalows.

CREDITS - MOANA:
ACD/Art: Ceci Bergier
ACD/Copy: Carrie Berg
CD: Chris Bean

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HOLIDAY SPOT:
We leveraged content from Disney's national holiday spot to create a special cross-promotion for Disney Vacation Club. This spot also served as a soft introduction to the brand's new tagline.

CREDITS - THE GIFT OF DISNEY:
ACD/Art: Ceci Bergier
ACD/Copy: Lisa Melillo
AD: Katie Lafferty
CW: Sean Ready
CD: Chris Bean

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Member Referral Program

OVERVIEW: Member referrals generate a substantial number of qualified leads for Disney Vacation Club. We needed to design a program that made it easy and rewarding for members to refer friends and family. Our solution: ask members to "Dream it Forward."

MY ROLE: For this campaign, I managed the day-to-day operations and provided creative direction.
 

Because members receive a lot of direct mail from Disney Vacation Club, we needed to give these pieces a new look, feel and voice to help them stand out.


Because members receive a lot of direct mail from Disney Vacation Club, we needed to give these pieces a new look, feel and voice to help them stand out.

PROGRAM ELEMENTS:  
Included deliverables: a launch video, rewards landing page, thank you video, several DM pieces for members and prospects, as well as a series of emails.

1. Launch Video:
To engage current members, we were tasked to create a low-budget video that had an "insider's" feel to be sent out via email. We leveraged a new part of the theme park to generate excitement.

2. Rewards Landing Page:
The direct mail piece and supporting emails directed members to a special landing page
designed to make referring friends and family a breeze.

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3. Thank you video:
We created this video as a way to thank current members who responded to the "Dream it Forward" referral campaign.

CREDITS:
ACD/Art: Ceci Bergier
ACD/Copy: Carrie Berg
AD: Katie Lafferty
CW: Naari Edinger
CW 2: Dion Warrick
CD: Chris Bean