Disney Launches New Global Theme Park Campaigns

[Loomis]

Disney's next theme park ads to center on "dreams"

LOS ANGELES, June 7 (Reuters) - Walt Disney Co. (DIS.N: Quote, Profile, Research) hopes to keep the party going at its theme parks when it launches a new global advertising campaign this fall with the catch phrase "Where Dreams Come True."

The coming ad blitz -- which replaces the company's successful 50th birthday of Disneyland campaign -- aims to capture "moments of transformation" that happen to people at the iconic parks, such as when a little girl meets a princess, Jay Rasulo, chairman of Disney's parks and resorts unit, said at a media event to announce the new campaign.


At its two U.S. parks, Disney will launch the "Year of a Million Dreams" celebration in October, where visitors will be randomly awarded "dreams" such as a night in the Mickey Mouse Penthouse at Disneyland or private meetings with Disney characters.

To kick off the U.S. promotion, one family will be chosen for a VIP visit in October to the Magic Kingdom park in Orlando, Florida where they will have the resort all to themselves.

The company's current promotion -- pegged to the 50th anniversary of Disneyland in Anaheim, California -- has been credited with helping to boost attendance and operating profit at the theme parks division, including a 36 percent jump to $589 million in the first half of the current fiscal year.

Disney's theme parks, which include Walt Disney World in Florida, and resorts in Paris and Tokyo, as well as one in Hong Kong which opened last September, account for about a quarter of the entertainment conglomerate's operating income.

"The 50th anniversary has been very successful for them in drawing attendance," said Rich Greenfield, an analyst at Pali Research.

LOS ANGELES, June 7 (Reuters) - Walt Disney Co. (DIS.N: Quote, Profile, Research) hopes to keep the party going at its theme parks when it launches a new global advertising campaign this fall with the catch phrase "Where Dreams Come True."

The coming ad blitz -- which replaces the company's successful 50th birthday of Disneyland campaign -- aims to capture "moments of transformation" that happen to people at the iconic parks, such as when a little girl meets a princess, Jay Rasulo, chairman of Disney's parks and resorts unit, said at a media event to announce the new campaign.


At its two U.S. parks, Disney will launch the "Year of a Million Dreams" celebration in October, where visitors will be randomly awarded "dreams" such as a night in the Mickey Mouse Penthouse at Disneyland or private meetings with Disney characters.

To kick off the U.S. promotion, one family will be chosen for a VIP visit in October to the Magic Kingdom park in Orlando, Florida where they will have the resort all to themselves.

The company's current promotion -- pegged to the 50th anniversary of Disneyland in Anaheim, California -- has been credited with helping to boost attendance and operating profit at the theme parks division, including a 36 percent jump to $589 million in the first half of the current fiscal year.

Disney's theme parks, which include Walt Disney World in Florida, and resorts in Paris and Tokyo, as well as one in Hong Kong which opened last September, account for about a quarter of the entertainment conglomerate's operating income.

"The 50th anniversary has been very successful for them in drawing attendance," said Rich Greenfield, an analyst at Pali Research.

[Disney-Fan]

I must ask, why do Disney always need a theme? Sometimes it's just more special if other themes aren't constantly used in rotation. Imagine if we had the 100 Years of Walt or the 50th Anniversary without themes before it. It would have made for a unique experience.

[Kram Nebuer]

I must ask, why do Disney always need a theme? Sometimes it's just more special if other themes aren't constantly used in rotation. Imagine if we had the 100 Years of Walt or the 50th Anniversary without themes before it. It would have made for a unique experience.

It's all just marketing. They're trying to get people to come to the park because, as you've said, something special is going on. Usually it's grabbing people who have been before, but never before for this special event or people who have not yet been so now's the best time to go because of this special event.

I get what you mean though about how the constant use of special events/themes seem to weaken the speciality (is that a word?) of each event.

I remember (well at least from vacation pictures), Disneyland had a "Blast to the Past" 1950s themed event in 1989. Also the anniversaries were always made special. I know the Tokyo Disney Resort always has annual special events going on as seen in previous threads. They have Cinderellabration:Lights of Romance in the early Spring along with Princess Days, then they have Holiday stuff and seasonal stuff. Last year they had the Rock Around the Mouse event and Tokyo Disney Sea had a bunch of stuff like the Minnie Mouse themed event. There's so many more I can't think of at the top of me head.

All in all, these are just ways to attract more guests and bring in more money. They seem to be working though.

[JEANYLASER]

i can't wait for The Year of Million Dreams celebration to start.

[musicradio77]

That is great news. "The Year of Million Dreams" would be a better celebration than the Disneyland 50th Anniversary one. The Disney World celebration would be much better when it starts on October 1st, the day Disney World turns 35.

[Pluto Region1]

To kick off the U.S. promotion, one family will be chosen for a VIP visit in October to the Magic Kingdom park in Orlando, Florida where they will have the resort all to themselves.

Who would want to be at WDW with absolutely no one else in the park except you/your family and just the park employees? Am I reading that right? That wouldn't be very fun... my husband thinks it would be great but I think it would be kind of creepy.