Ex-Disney Marketer Launches Branding Agency

(eap) Matt Ferguson, a former marketing and creative executive at The Walt Disney Company and Chief Innovation Officer at Storyland Studios for the past five years, has announced the launch of EverAfter Group. The new branding and marketing company is aimed at helping destinations, attractions and hotels build strong connections with their target audiences through storytelling. Ferguson and his team bring decades of experience in leading brand strategy and integrated marketing initiatives for globally recognised brands.

“Research has revealed the timeless truth that we’re wired as humans to be moved by story,” said Ferguson. “The reason the most loved travel and leisure brands like Disney are successful is that they’ve harnessed the power of story. EverAfter Group now makes that caliber of storytelling available to more places.”

EverAfter Group aims to advise tourism companies such as destination marketing organisations, leisure attractions, hotels and resorts in the areas of brand strategy, marketing, content and experience development. As a distinguishing feature, the company points to its additional role as a licensed travel counsellor under the umbrella of the Travelmation travel agency. This gives the agency first-hand insight into the travel-trade target audience. In addition, it is able to offer travel planning that serves the comparison and evaluation of guest and travel experiences.

During his time at Disney, founder Ferguson contributed to the brand architecture of Walt Disney World and helped shape the positioning of Disney Resorts. Over the past five years, in his role as Chief Innovation Officer for Storyland Studios, a group of former Disney Imagineers and Universal Studios Creatives, he worked on experience-design initiatives for brands such as Sports Illustrated Resorts, M&M’s World, Qiddiya and Hard Rock. He will continue to serve Storyland clients in the areas of design master planning, architecture and interior design. ■