Resort Launch
Copper Creek Villas & Cabins
Inspired by the great outdoors, this Pacific Northwest-themed resort feels like it’s a world away from the Disney Parks. But it was our job to make sure everyone knows that it’s located right in the heart of Walt Disney World Resort.
COPPER CREEK VILLAS & CABINS
A DISNEY VACATION CLUB RESORT LAUNCH
2018 ARDA AWARD WINNER – ACE PROJECT OF EXCELLENCE
Inspired by the great outdoors, this Pacific Northwest-themed resort feels like it’s a world away from the Disney Parks.
But it was our job to make sure everyone knows that it’s located right in the heart of Walt Disney World Resort.
Fabricating a fairy tale
The story of Copper Creek is one rich with Imagineering – wrought from the tales of wilderness pioneering and bountiful optimism. It was our task to turn these tales into a reason for Disney vacation fans to buy into the magic of Copper Creek and return year after year as Members of Disney Vacation Club.
My role: overall branding, helped concept resort logo, wrote tagline and boilerplate copy, and wrote/oversaw production of the launch collateral including print, digital, OOH, social, and video.
From Disney history to nature’s natural wonders
We began with a creative exploration inspired by the great outdoors, the American Pacific Northwest, and the dreams of discovering a new frontier in a much simpler time.
We explored logos and theme lines that spoke not only to the repeatability of Disney Vacation Club, but to the many facets of their newest resort – modern, magical, rustic, and reimagined.
Rich coppers, wildlife-inspired motifs, vintage photography, raw materials, and old craftsman-style lettering sparked our design exploration, which focused around themes of mining, growth, Americana, and the frontier spirit.
Creative Territories
Territory 01
Chosen direction
A new frontier for fairy tale vacations.
Founded in the frontier spirit, Copper Creek Villas & Cabins at Disney’s Wilderness Lodge is a retreat among the woods and old copper mines where families enjoy both contemporary luxury and relics of a storied past. Families can follow in the footsteps of explorers as they seek out a lifetime of vacation memories, all while rediscovering what it means to be together. Whether it’s a night spent relaxing by the living room fireplace or setting out to delight in the endless action of nearby Magic Kingdom® Park, families will find that their home in the wilderness is the perfect backdrop for the tales they’ll continue to tell year after year.
Territory 02
Where magical traditions grow.
Just as every new tree begins with a seed and a drop of water, so do new family traditions begin with a moment and a touch of magic. At Copper Creek Villas & Cabins at Disney’s Wilderness Lodge, Members can return each year to enrich their Disney vacations and grow a lifetime of memories along the way. From quiet moments spent catching up in the family cabin to relaxing bike rides down the hidden pine trails off Bay Lake, the newest Disney Vacation Club® Resort is the perfect place for families to discover decades of new adventures. With all of this just minutes from the excitement of Magic Kingdom® Park, it’s no wonder Members return year after year on vacations you never outgrow.
Territory 03
Welcome home to the great outdoors.
In the great outdoors, away from the busyness of everyday life, families can be welcomed home amidst the magic to unpack, unwind, and reconnect with each other. At Copper Creek Villas & Cabins at Disney’s Wilderness Lodge, Members embrace the simple joys of nature with the world of Disney experiences waiting just around the river bend. Catching up over big mugs of coffee on the back porch is a morning tradition, and after a long day at the Theme Parks, a home-cooked supper is just right. Here at the newest Disney Vacation Club® Resort, families will make memories that last forever and return for decades to come.
A new frontier for magical vacations
After crafting several different creative platforms for our partners to choose from, it was clear that one direction spoke perfectly to the modern interpretation of the pioneer spirit found at Copper Creek Villas & Cabins.
The selected tagline, “A New Frontier for Magical Vacations,” and branding evolved to include a full style guide, original photography, video content, and a little storytelling magic to channel the resort’s Pacific Northwest heritage and inherent sense of adventure. Click to read the boilerplate copy.
The Launch
