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Disney Channel adds new elements to ‘Jet Set Go 3’ campaign

MUMBAI: Disney Channel India has added new elements to the third season of its summer marketing campaign ‘Jet Set Go’, which kicked off on 13 April.

Unlike the first two seasons wherein 30 families had the opportunity to travel to Disneyland, the number has been reduced to five this year.

However, each of the five families will have the opportunity to travel to five different destinations including Hong Kong Disneyland, Disneyland Paris, Disneyland Resort California, Walt Disney World, Orlando, Florida, and the Disney Cruise Liner.

Each of the five families will also feature in special one-hour episodes wherein they will share their Disneyland experience. The special episodes will be aired on Disney Channel India.

Disney India executive director, marketing kids channels, consumer products, retail, publishing & franchise Bikram Duggal said that Jet Set Go is a unique campaign as it helps the channel to connect not just with the kids but also the family.

“The five episodes are a unique addition to the marketing campaign this year. The best thing about the episodes is that the family is the anchor,” Duggal stated.

The broadcaster has received more than a million entries from kids and their families from across India. To participate in the contest, kids have to give a missed call on a toll-free number upon spotting an airplane with Mickey, Minnie and Donald’s picture.

“Like previous years, the entire marketing was driven by our kids network. We have also integrated the campaign with Facebook,” he added.

This year, there won’t be any Disney-themed aircraft by Jet Airways. In the first two years, Disney had partnered Jet to unveil Disney-themed aircraft wrapped with images of Disney’s Mickey Mouse, Minnie Mouse, Donald Duck, Daisy, Goofy and Pluto.