Disney first to sign up to Virgin's Showcase service

Disney Destinations International is expected to launch Disney Travel on-demand, the first commercial initiative on Virgin Media's Showcase environment, this week. Showcase is available to Virgin Media's television subscribers and offers advertisers an area to air ad content.

Disney Travel on-demand is a series of 10-minute programmes, featuring Walt Disney World, Florida, available to view by Virgin Media subscribers at any time.

The programmes feature a "call to action", enabling viewers to order a Walt Disney World vacation planning kit, as well as details of how to contact a Walt Disney Travel Company representative.

The on-demand ad content will be supported on Virginmedia.com, with a dedicated sub-channel within the travel section of the Virgin Media portal. Additional support will come from Virgin Media's customer magazine, Electric, sent monthly to more than one million subscribers.

The deal was negotiated by Virgin Media's sales house IDS.

This article was first published on Media Week