The magic begins with a new Disney Parks Advertising Campaign
Disneyland Paris and Walt Disney World will this week launch their first joint marketing campaign entitled ‘When Are You Going To Tell Them’, clearly communicating the powerful reaction and real emotions experienced by children when they are told they are going to visit a Disney park.
The campaign developed by Euro RSGC, was inspired by market research which highlighted that every family has its own ‘Disney story’ – intense moments of family fun and joy set to last a lifetime. It also showed that the excitement and anticipation generated by parents revealing the trip to children is almost as rewarding as the visit itself, prompting the ad strap line ‘The magic begins the moment you tell them…’
The first wave of the UK campaign starts on Sunday 13th February, when for two weeks the campaign will feature heavily across TV and online, including same-break long format and short format TV adverts on terrestrial and satellite channels as well as homepage takeovers across all the major interent portals. They will then break out into separate but simultaneous campaigns for Disneyland Paris and Walt Disney World for five and three weeks respectively with combined bill board and roadside posters in Greater London, outdoor escalator panels, online and print. This represents a 50 per cent uplift in visibility for Disney campaigns across the period.
Following a recent contest inviting families to upload videos of their own ‘magical Disney reveal moments’ to appear in the advertising creative Disneyland Paris will unveil the winning family featured in May, with a teaser trail on ITV. This coincides with the launch of the Magical Moments Festival, where guests are invited to create their own magical moments in the park and experience new opportunities to meet and interact with their beloved characters, visit photo locations and interactive happenings.
Whilst in Walt Disney World Resort in Florida, guests can become part of the magic. In a dramatic new projection show filled with special effects and magic, Cinderella Castle transforms into a shimmering canvas for images of Walt Disney World guests and the memories they made that day at Magic Kingdom.
In the night-time spectacle, photos of guests captured that very day in the park are projected larger-than-life among the spires and turrets of Cinderella Castle. The ten-minute experience – called “The Magic, The Memories, and You!” – dazzles park guests in ways never before experienced, themed to beloved Disney stories and with playful animated sequences that seem to defy the architecture of the buildings. The spectacle is scheduled most nights with up to two shows per night depending on theme park operating hours and other special ticketed events
Francois Banon, Vice President Communications, Disneyland Paris said: “When we discovered the importance of creating lasting memories, that come with telling children that a trip to Disneyland Paris or Walt Disney World is on the cards, we realised that the best way to spread some Disney sparkle is by encouraging guests to share their own stories. The adverts show the intense culmination of parents planning where, when and how to tell their kids…and the reactions the ‘big reveal’ triggers. We hope that the result is an emotional, enchanting and exciting celebration of family time and that parents from across the UK realise that they can also be part of the Disney ‘magic’.
The Disneyland Paris Magical Moments Festival will launch on 6th April 2011 to March 2012 and will see all the Disney favourites making a magical appearance. From Mickey & friends, Disney Princesses, Toy Story, Pirates of the Caribbean, Finding Nemo… Disneyland Paris will offer you an unforgettable collection of Disney moments with Disney characters you cannot miss!
Source: Breaking Travel News