Luca + DVC

Disney•Pixar’s Luca is a love letter to the Italian Riviera, set in the seaside village of Portorosso and inspired by the charm of the Mediterranean coast. We built a Disney Vacation Club cross-promotion that used that same coastal spirit to drive interest in Disney’s own Riviera escape. Blending story moments from the film with real footage of families enjoying the resort and the parks, the campaign made the connection feel effortless. Launched in step with the resort’s debut and timed to Luca’s theatrical release, a sweepstakes and integrated touchpoints across email, social and direct mail carried the energy forward.

The promo turned a theatrical moment into a lifestyle invitation, linking Pixar’s Riviera fantasy to a real-world vacation families could book and return to. By anchoring the campaign in emotion, place and story, it helped drive engagement and demand while proving that the best cross-promotion feels less like a promo and more like a vacation you already feel.

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