Disney lines up global promotion to give theme parks a push

MUMBAI: Disney theme parks and resorts around the world are poised to embark on a global celebration in 2005 to mark the 50th Anniversary of Disneyland.

To celebrate the achievement the media conglomerate will launch an innovative new portfolio marketing campaign. The historic celebration comes on the heels of a fiscal year highlighted by strong increases in revenue and operating income and expanded entertainment offerings at all Disney destinations worldwide.



On 1 January 2005 Disney will launch a television commercial Coming Home in the US during the Tournament of Roses Parade.. It marks the beginning of a new way to market the full portfolio of Disney Parks and Resorts assets. Disney claims that the spot will take creativity seen in the ad world to the next level.

Walt Disney Parks and Resorts president Jay Rasulo said, "The Coming Home spot draws on our rich heritage and the strong character franchises we've built over time to rekindle the lifelong emotional connection we have with our guests. It serves as a call to action to anyone who has ever made a memory at Disney parks around the world to come back home and celebrate this historic milestone with us.

"This is just the start of an innovative campaign of powerful messages that will touch audiences in non-traditional ways to give them a special incentive to visit a Disney destination this year."



The ad is a part of Disney's Happiest Celebration on Earth campaign. The transition to a global marketing campaign for the Happiest Celebration on Earth represents a significant departure from the traditional marketing model employed by Walt Disney Parks and Resorts. It is the first time that Disney destinations have embraced a portfolio approach focused on the global appeal of the Disney theme park experience. The campaign is designed to convey that the Happiest Celebration on Earth will provide an opportunity to join in the magic - at any Disney resort around the world.

In addition to airing on majoir US networks like NBC The ad will also stream on Yahoo, MSN, Google Weather.com and Disney.com. The 18-month celebration officially begins on 5 May 2005. Every Disney destination around the world, along with Disney Cruise Line, will join in the festivities with new attractions, shows and other offerings.



Through its theme parks Disney is looking to tap into emerging lifestyles. Rasulo said, "As lifestyles continue to evolve, we spend a lot of time thinking about how to capitalise on emerging trends and desires. If I had to sum up the expectations of today's marketplace in two words, they would be flexibility and customisation."

As had been reported earlier by indiantelevision.com 2005 will mark the opening of Disney's first theme park in China, Hong Kong Disneyland, on 12 September. Once Hong Kong Disneyland opens, Walt Disney Parks and Resorts will have a lineup of 11 theme parks around the world in five resort destinations, along with a cruise line, nearly 35,000 Disney-branded hotel rooms, seven Disney Vacation Club resorts with approximately 95,000 members, world class dining and retail, sports entertainment venues and water parks.

Tokyo Disneyland Park honours its namesake in California with a tribute Rock Around the Mouse, as well as a new attraction at Tokyo DisneySea called Raging Spirits. This new attraction, which debuts in the summer of 2005, will have a 360-degree vertical loop. Disneyland Resort Paris will commemorate the 50th Anniversary with a brand new fireworks spectacular and whole new look and feel as it launches Space Mountain: Mission 2.

In the US The Disneyland Resort will treat guests to new spectacles. They will include the new look of Sleeping Beauty Castle to a "golden" sheen on classic ride vehicles - along with new attractions like Buzz Lightyear Astro Blasters and a "re-Imagineered" Space Mountain. Disney's resort in Florida will debut new attractions imported from Disney parks worldwide, such as the Soarin' from Disney's California Adventure; Lights, Motors, Action! Extreme Stunt Show from Disneyland Resort Paris; and Cinderellabration from Tokyo Disney Resort.

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