Another Club Disney Opening, Another Agency Search Begins

–Club Disney, Disney’s community-based play centers for young families with children, has begun a search for an agency to handle the launch of its newest facility in West Covina, Calif.
Billings for the project are less than $1 million, but the client is looking to expand the club to several more units and “as business grows, so will the billings,” said Paula K. Dumas, director of marketing for Glendale, Calif.-based Club Disney. “[The project] could evolve into something more.”
The client has already contacted several undisclosed, midsized Southern California shops requesting credentials. Club Disney is “looking for an agency to increase awareness [through] mostly local marketing,” said Dumas. The review will be brief and informal and is expected to be concluded in the next few weeks, she added.
The launch advertising for the first play center, which opened in Thousand Oaks, Calif., in February, was handled by Wunderman Cato Johnson’s San Francisco office. The agency continues to do direct mail projects as needed, according to Dumas. The West Covina center is expected to open by December.