the work of Jesús

The relaunch of the Annual Passholder program was all about celebrating loyalty, deepening connections, and welcoming our passholders back home with a little extra Disney magic.

A Fresh, Nostalgic Identity
We kicked off with a redesign of the program’s branding, blending beloved elements from Disney’s past with a forward-looking vision to create something timeless and exciting.

Enhancing the Passholder Magnet
We elevated the iconic Passholder Magnet by introducing new, never-before-seen characters, paired with an Augmented Reality (AR) feature for a fun surprise and delight moment.

Building Community with Social Media
To strengthen our bond with passholders, we launched the Annual Passholder Instagram account—a dedicated space for fans to connect, share experiences, and celebrate their Disney fandom.

Surprising Passholders at Home
To keep the magic alive even when they weren’t in the parks, we sent personalized Direct Mail surprises, bringing a little piece of Disney directly to their doorstep.