Case Studies

Background

All Aboard for Disney’s “A Christmas Carol” Train Tour as Disney pulled out all the whistles taking its show on the road with a spectacular and interactive 40-city train tour including a 3D sneak peek of film footage. Among the highlights of the tour were authentic artifacts on loan from the Charles Dickens Museum of London; artwork, costumes and props from the film; demonstrations of performance capture technology; and a chance to morph your face into one of the film’s characters. At each stop along the way, a state-of-the-art Disney Digital 3D theatre was erected, where guests would get their “sneak peek.”  The train made stops in 36 states, including Arizona and New Mexico, and traveled more than 16,000 miles of track. This family event was free for guests of all ages.

The Barclay Advantage

Barclay successfully executed a summer tour in Williams, Arizona; Santa Fe, New Mexico and Albuquerque, New Mexico and our efforts garnered promotional and publicity coverage statewide. 

Williams, Arizona
Students from Heritage Elementary School welcomed the train by performing several holiday songs to all waiting crowd.  Mayor John Moore and several city councilmen also welcomed the train by participating in a ribbon cutting ceremony with Bob Gault from Walt Disney Studios and David Lim, chief marketing officer for Amtrak. 

Sante Fe, New Mexico
The train rolled into Sante Fe and was greeted by Mayor David Coss and members from the Pueblo of Pojoaque Boys & Girls Club. Coss and several city councilmen participated in a ribbon-cutting ceremony with Disney’s Gault.

Albuquerque, New Mexico
Whistling into Albuquerque, the train was greeted by Mayor Martin Chavez, Albuquerque dignitaries and kids form Heights Boys and Girls Club. Mayor Chavez, Gualt and Amtrak’s Lim helped with the ribbon cutting. The train attracted more than 25,000 people during its three day stay in Albuquerque.

Results

Barclay received extensive statewide news coverage before and during the train tour, including multiple online and in print calendar listings, prominent newspaper features and several on-air mentions from local radio and television. In fact, Disney executives credited Barclay with one of the more successful efforts of the entire train tour.