Overview

In 2018, The Walt Disney Company’s Christmas slate featured a seasonal trio of family-friendly releases: Christopher Robin, Mary Poppins Returns, and The Nutcracker and the Four Realms. At the same time, Cordis Auckland, part of the prestigious Langham family of hotels, was looking for new ways to evolve their signature High Tea offering and attract a wider family audience during the summer period.

I brought these two iconic brands together, along with national cinema chain Hoyts, to create a multi channel brand partnership: a seasonal programme of Disney themed High Teas, aligned with each film’s release. The activation blended themed food experiences, cinema advertising, and a national competition designed to drive bookings, promote the films, and boost loyalty engagement for Hoyts.

The Challenge

This was a three way brand partnership, each party with its own goals, identity, and audience:

• Disney wanted to boost awareness and box office sales for three seasonal releases.

• Cordis aimed to increase High Tea bookings during the summer holidays.

• Hoyts wanted to incentivise engagement with their Rewards programme.

Navigating brand alignment, creative approvals, and pre release restrictions from Disney’s studio side added complexity. With limited assets available ahead of each film launch, we needed to inspire Cordis chefs while still preserving the secrecy and integrity of each title.

The Collaboration

Disney licensed IP rights to Cordis for a limited time, multi picture deal, allowing the hotel to design a rotating series of three themed high tea experiences, each inspired by a film.

Hoyts joined the partnership as the promotional engine, every time a member swiped their Rewards card when purchasing tickets to one of the featured films, they were automatically entered to win a Disney x Cordis experience.

Each prize included:

• Travel to Auckland (or transfers if local)

• An overnight stay at Cordis

• Themed High Tea for two

• Tickets to the film

This created a high value hook for all three audiences: Cordis guests, Hoyts moviegoers, and Disney fans without requiring a purchase incentive outside of typical behaviour.

Bringing the Magic to Life

Each High Tea was uniquely crafted to reflect the atmosphere and characters of the corresponding film. Disney shared trailers, imagery, and selected creative materials under NDA, which the Cordis culinary team used to design intricate themed menus featuring whimsical pastries, seasonal flavours, and character-inspired treats.

The collaboration launched with a PR showcase event in the hotel’s Chandelier Lounge, themed to Christopher Robin. The guest list included food, wine, and lifestyle media alongside key influencers driving high value editorial coverage and social buzz to kick off the season.

Cinema goers were served campaign messaging via:

• Cinema spots before family films

• Social media content across Disney, Cordis, and Hoyts platforms

• Email marketing to each partner's database

• Dedicated campaign landing pages and competition hubs

Audience Response & Engagement

The campaign delivered a triple win across all KPIs:

• High Tea bookings at Cordis increased 35% over the campaign period.

• Each nationwide competition received thousands of entries, boosting Hoyts Rewards engagement.

• The campaign generated earned PR coverage and social content that amplified Disney’s reach beyond standard film marketing.

• Cordis reached new family and lifestyle audiences who may not have otherwise engaged with the hotel’s food & beverage offering.

Impact & Results

• Three highly engaged competition experiences delivered to delighted winners

• Significant lift in Cordis F&B revenue

• Enhanced studio campaign visibility during a highly competitive release window

• Seamless cross-brand collaboration, strengthening partner relationships for future opportunities

Reflections

This campaign was a prime example of how thoughtful brand partnerships can go beyond surface level alignment. By creating a truly integrated customer journey, from cinema to hotel to dining, we crafted an experience that resonated emotionally and commercially across all three brands.

In a crowded holiday market, it was the storytelling and attention to detail that made the magic stick.