PROJECT: WORLD OF COLOR NIGHTTIME SPECTACULAR & DINING PACKAGES

Client: Disneyland
Roles: brand storyteller, content strategist, project lead copywriter, researcher, SEO strategist, UX lead
Audience: Anyone confused about World of Color and the dining packages. Everyone.
Challenges:

  • Few people—including co-workers, knew what World of Color was or how to define it.
  • The dining packages were confusing.
  • Mickey Ears (at the time I wrote these pages, they were called 'Glow with the Show Ears Hats') and other accessories debuted. These objects reacted to the show. People were confused as to how they worked or where to purchase them.
  • There are different viewing areas.
  • There are different tickets, and different ways to obtain tickets.
  • A lot of pages across the site that mention World of Color (WoC), promoted WoC dining options, and the Mickey Ears.
  • And all of this was new content.

Objective: Clearly define the products. Manage the content.
Results: Increased Guest awareness of World of Color, the products. Also developed a connection and sense of collaboration between the content department and the Park Cast Members and management involved with World of Color.

Tags—project roles & focus: 
 content management & strategycreative direction,  operations,  editor,  project lead copywriterresearchSEOstrategic thinkingtechnical writingUX direction


 

I hear good feedback about you from my team members, including, “Dina is so fast at turning things around!” They enjoy working with you. Thanks for being a great partner to them.”
—Tamra Y.,
Production Manager


Dina is absolutely awesome to work with! She is always very responsive and is such a pleasure to work with… I wish I could have her for every project!!!!!!!!
—Divya P., Producer


 

The Story

What is World of Color?

It's a nighttime spectacular!

What does that mean?

[Silence.]

 

Strategy

World of Color pages share the same story as the Tour pages: I drove down to Anaheim to interview Cast Members, managers, Guests, experience the event myself, and get answers.

With my notes and descriptions, I developed a strategy to organize all this content and decide where it should live on the site.

Much of what I wrote and the way I organized the content remains on the World of Color page today—nearly 4 years later. 


pages created or edited to contain world of color content
with links to current DLR pages that still carry some of my original copy


The Story

in others' words

"Dina is a masterful writer who consistently delivers timely, effective copy and content insights that improve the guest experience. She is able to pinpoint minute points of content that are important to consumers, while at the same time maintaining a holistic view of the larger experience where that seemingly minor copy resides. With this broader vision, she is able to craft copy that pleases consumers and meets the communications goals that are critical to the business. If your enterprise can benefit from a smart, energetic writer who asks all the right questions and spins the answers into clear, focused content, then you should talk to Dina."
—Michael H., Senior Content Strategist


sample copy from various world of color copy documents


World of Color is Big!
Be awed by World of Color, a 25-minute nighttime spectacular that weaves water, color, fire and light into a kaleidoscope of imagination.

Relive favorite moments from popular Disney and Disney•Pixar films—past and present—as they are projected on the world’s largest water screen. And be carried away by the soaring soundtrack that spans decades of these movies—from classics to the most recent releases.

Even the Numbers Are Large
This show is big—the most impressive and fanciful nighttime extravaganza Disney has ever produced. Nearly 1,200 fountains shoot water 200 feet into the air to create an approximately 19,000 square-foot water screen. The show also features many impressive pyrotechnics, fog and laser effects.

 

Glow with the Show Ear Hats
Become part of Disneyland Resort nighttime spectaculars with Ear Hats that change colors to correspond with various shows. These technologically advanced Mickey Ears light up to match the colors and flash to the beat.

Glow with the Show Ear Hats are $25, including tax, and are available at World of Disney store in Downtown Disney District and at select Disney California Adventure Park locations, including (list of store names).

 

See the Show with Disney FASTPASS Service
Get same-day World of Color tickets that reserve a preferred viewing spot in Paradise Park. Find out how.

What Is Disney FASTPASS Service?
Disney FASTPASS Service provides first-come, first-served tickets to same day World of Color shows and many other attractions at the Disneyland Resort.

How to Get a Ticket
Tickets are available when the park opens at the Grizzly River Run Disney FASTPASS Service machines.

Insert your scanned theme park admission ticket into the machine to obtain your Disney FASTPASS ticket printed with World of Color showtime, viewing area and return time.

At your designated return time, bring your Disney FASTPASS ticket with you to Paradise Park where Cast Members will direct you to the color-coded viewing area indicated on your ticket.

 

Viewing Area
The Paradise Park viewing area in Disney California Adventure Park is made up of large, open terraces that provide panoramic views of World of Color.

All areas are standing only.

Guests with Disabilities
For Guests with mobility disabilities, there are designated wheelchair accessible locations in Paradise Park.

Rooms with Show Views
Stay steps away from the excitement at a Disney Resort hotel. Certain concierge rooms in the Disneyland Resort hotels offer the opportunity to view the Disneyland Park fireworks show or the World of Color nighttime spectacular—complete with in-house soundtrack.

Nearby Entertainment and Attractions
Paradise Pier is packed with fun for the whole family—find out what to do before the show, and note some attractions close for the show.

Before the show begins, take a leisurely stroll along the newly enhanced Paradise Pier. Journey under the sea on The Little Mermaid ~ Ariel's Undersea Adventure, go for a high-flying spin on the Silly Symphony Swings and compete for high scores at the fast-paced 4-D midway-style game, Toy Story Mania!

 

World of Color Dining Packages
Dine at select restaurants—chose from casual to elegant experiences—and get tickets to a reserved viewing area.

Ariel's Grotto World of Color Dining
World of Color Dining Packages with Reserved Viewing
Head "under the sea" as you descend the spiral staircase into Ariel's Grotto, an enchanting location that offers a 3-course prix fixe dinner with an American-style menu that features a range of choices from pasta to slow-roasted tri-tip.

Guests who purchase a full-service prix fixe dinner also receive a Reserved Viewing ticket for World of Color.

Wine Country Trattoria
World of Color Dining Packages with Reserved Viewing (Lunch or Dinner package)
With California and Mediterranean-influenced dishes, let Wine Country Trattoria transport you to the heart of Napa Valley or to a Tuscan villa—and reserve your spot to see World of Color from the preferred perspective in the Center Stage Viewing Area.

Upon receiving your meal, you will be issued your ticket, which lists the location of your viewing area, the time you should be at your viewing location and the performance time.

Carthay Circle Restaurant
At the classic movie palace of Carthay Circle Restaurant the food is the star.
Purchase one of the lunch or dinner combinations to be eligible to receive a spot that grants you access to a Center Stage Viewing Area.