Disney Launches New Global Theme Park Campaigns
Posted: Wed Jun 07, 2006 8:33 pm
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.
