DESIGNING A DREAM BOOK
A 90-PAGE CATALOGUE OF THE COMPLETE DISNEY VACATION CLUB OFFERING
Punctuating the story with bold type and photography
The Dream Book has always been a comprehensive guide to all aspects of a Disney Vacation Club timeshare. But it was being underused due to its info-packed, brochure-like layout. While still serving as a compelling sales tool, the book needed to become a more engaging piece of content. We reinvented the Dream Book to read like a high-end travel magazine, with a modern editorial design and curated articles of content.
My role: As associate creative director on the project, I oversaw the project from concept through production, and also wrote several articles. I worked with an ACD design partner and a team of writers and designers.
Taking a picturesque approach to pagination
We devised a pagination plan for the Dream Book that mirrored the overarching Disney Vacation Club rebranding strategy, which was to connect Membership more overtly to the Disney Parks and other Disney vacation destinations, and emphasize the highly sought-after benefits of purchasing directly from Disney.
Making a magical introduction
Flip through the first section of the book for a look at our editorial approach to the basic principles of Membership – from how it works and how much it costs, to what makes it so special, and of course – what’s possible with a Membership.
Crafted storytelling adds to the enjoyment of reading
In the next sections of the book, you’ll see how we divided the portfolio of 15 resorts into editorial sections based on their shared benefits – from resorts located right next door to the Disney Parks, to beach front resorts, nature-inspired resorts, and a multi-spread spotlight on the two on-sale resorts. We crafted each resort article with easter eggs and tips to add to the editorial experience.