disneyland magic key

For the Disneyland Resort’s annual passholder program, The Magic Key program, we created a bespoke social media presence to keep current and prospective keyholders positive about the brand and knowledgeable about the latest at the Parks. Together, the Magic Key team created a variety of one-off organic posts and ongoing series to engage our audience and educate them on their Magic Key benefits.

Magic Key Search and Find Series

To really illustrate how the Disneyland Resort is bursting with fun and surprises, we came up with the idea for the Magic Key Search & Find series—where we work with artists to create pieces showcasing the variety of offerings the Parks have to offer. It quickly became one of our fans’—and clients—favorite series, garnering some of our highest likes and engagement in addition to demand for additional entries and merch featuring the illustrations.

Art by Kati Szilagi

The Flora Of Disneyland Series

Magic Key holders are among the most passionate and knowledgeable Disneyland fans, taking a keen interest in the littlest details that make the Parks so special. And since they can visit again and again with their Magic Key passes, they don’t have to rush to do all the rides—they can just stop and smell the flowers. It’s from this insight that we created our Flora of Disneyland series. Working closely with our horticulture team, we carefully catalogued favorite plants featured in Disneyland floral displays in the coming months and worked with artists to create scientific journal-style illustrations to keep keyholders in the know about the plants in the Parks they love. This series also became a fan favorite, receiving an outpouring of appreciation, engagement and requests for merch.

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Left two images: Art by Hail Nowak, Right two images: Art by Asia Orlando

Holiday and event posts

To keep keyholders engaged and coming to the Parks, we’re often tasked with creating dedicated posts for events or holidays. Sometimes, we use them to build awareness—like letting prospective Parkgoers know about about the offerings at these limited-time events. Other times, we just use them as opportunities to connect with our keyholders—like in the Day of the Dead Mural below, where we highlighted a beloved Disneyland cat and frequent visitor to the Magic Key terrace, a restaurant especially for Magic Key holders.