In Major Move, Disney Integrates Global Marketing
Disney Parks is making dreams come true as part of a major new initiative that integrates its entire global portfolio of parks and resorts under one marketing theme.
The initiative, Where Dreams Come True, builds off of two-years worth of consumer research and insight that revealed a single view of Disney Parks—that Disney is a place for dreams.
“What [consumers] told us is, ‘You are the place where dreams come true. You are the place that provides an escape for me and my family,'” Michael Mendenhall, executive VP-global marketing for Walt Disney Parks and Resorts, told PROMO yesterday. “We wanted to define what they were talking about—a transformational experience.”
Mendenhall would not comment on how much Disney is spending on the overall campaign, but said the initiative is “an even bigger celebration” than Disney’s 50th anniversary and its Happiest Celebration on Earth campaign, which ends in September. Disney executives announced the initiative at a press conference in New York City last night.
Under the initiative, each park around the world will mark the campaign with special events and milestones. For example, Disneyland Paris will celebrate its 15th anniversary tied to the global program, while Tokyo Disneyland Resorts will honor its 25th anniversary. TV spots and online materials will support.
In the U.S., Disney will launch the Year of a Million Dreams celebration starting Oct. 1 at Disneyland Resort in California and Walt Disney World Resort in Florida. During the yearlong celebration, cast members at the two parks will award 1 million dreams to guests as part of the Disney Dreams Giveaway.
Through the promotion, cast members will award visitors to its parks free Disney vacations, an overnight stay inside Cinderella’s royal bedchamber at Walt Disney World Resort’s at Cinderella Castle or the Mickey Mouse Penthouse at Disneyland Resort (both which will be completed by January 2007), admission to special Disney parties, private meetings with Disney characters, gold FastPass tickets that offer special access to Disney attractions. Thousands of prizes will be distributed at random each day, Mendenhall said.
“These are things that money cannot buy,” he said. “These are aspirational magical moments. It’s a celebration of our guests.”
To kick off the Year of a Million Dreams celebration in the U.S., Disney is running an online sweepstakes where families can enter a drawing for a chance to win a four-day, three-night trip to Walt Disney World Resort in Florida and a day at the Magic Kingdom all to themselves. As part of the Keys to the Magic Kingdom promotion, consumers can win red-carpet treatment on Main Street, U.S.A. where they will have a V.I.P. experience to tour the park and Disney attractions with their favorite characters. In addition, the family will serve as grand marshals of the daily Disney parade.
Consumers can enter the sweepstakes online at MyDisneyParks.com. The sweepstakes is open to consumers over 18 and runs through July 31. Online materials support.
In addition to the promotional events, Disney is rolling out new attractions and entertainment slated to open in late summer, including the Finding Nemo-The Musical, The Seas with Nemo & Friends.
“This is truly a global [program] with a global marketing campaign that will be executed as well as with global and regional promotions,” Mendenhall said. “This is a first for us.”
For more stories on games, contests & sweeps
For more stories on event marketing
