New Parks Ad Campaign to be announced Wednesday, "The year of a Million Dreams"

[Darkbeer]

http://asapblogs.typepad.com/theslug...mickey_mo.html

You're invited to... dream.

Dream big.

No really big. Like princesses-at-the-ball and pirates-on-the-high-seas big.

Dream bigger than you ever have before.

June 7, 2006, will be a monumental evening of Disney announcements. Be there as Jay Rasulo, Chairman of Walt Disney Parks and Resorts, reveals how Disney Parks around the globe will combine imagination and innovation as never before to make millions of dreams come true.

Join us and discover how powerful dreams can be.

[Darkbeer]

More info from MiceChat.com...

http://www.micechat.com/forums/showthread.php?t=27753

This will be primarily a Marketing Department driven event.

This event will be hosted by Jay Rasulo and Michael Mendenhall, the big Marketing honcho for Disney Parks & Resorts around the world. They will be outlining the post-50th marketing plans for '07 with the global tagline "Year Of A Million Dreams". The specific tagline used for Disneyland will be "Where Dreams Come True". This is similar to the 50th deal where the overall global celebration was "The Happiest Celebration On Earth", but the Disneyland-specific tagline was "The Happiest Homecoming On Earth". Seperate, but equal.

The new dreams marketing campaign is going to play up the "unique experiences" you can have at a Disney theme park, and how your dreams come true when you visit a Disney property. Tentative plans for Disneyland call for families being plucked out of the crowd and given special priveleges or experiences for the day. The plans call for simple little things like riding in the Mark Twain wheelhouse, to bigger things that involve monetary value like free VIP hotel stays, complimentary ice cream sundaes, complimentary private dinner with a Princess, language lessons in how to speak like a pirate, attraction backdoor priveleges for the day, complimentary admission media, etc. As if at any time just by being at Disneyland you can be picked out of the crowd and your dreams can come true.

[Darkbeer]

And some interesting comments by "Marcie" over at MouseInfo.com

http://www.mouseinfo.com/forums/show...t=34278&page=4

The new "global" marketing campaign from the creative brains of Jay Rasulo and Michael Mendenhall (or better known as Tweedle Dee and Tweedle Dum) is supposed to help keep the turnstiles turning at all of the parks globally after the 50th with the tag line of "Where Dreams Come True" and a bunch of touchy, feely experiences that reinforce the notion that you go to a Disney Park to live your your dreams.

I'm skeptical at best, but we'll see.

To my understanding no attraction specifics will be announced at this "rollout" of the new marketing campaign.

[Andrew]

I'm skeptical at best, but we'll see.

With her track record, predicting disaster is practically a guarantee of success.

[Mickeymac]

LOL Andrew!

[Disney Vault]

With her track record, predicting disaster is practically a guarantee of success.

I love to read everything Marcie writes but that is a good point. I like when she just sticks to future plans and leaves her opinion out of it.

[DisneyBob]

In backstage areas at Disneyland, there are signs telling Cast Members to tune into Cast TV on June 7th for a "big announcement about whats next after the 50th anniversary" live from New York.

Has anybody heard about this?

[Drince88]

This thread is talking about it, I think.

[stan4d_steph]

This thread is talking about it, I think.

Merged.

[Darkbeer]

Here is the Disney Webpage for the new ad campaign.

http://destinations.disney.go.com/di...s/index?bhcp=1

[tod]

Here is the Disney Webpage for the new ad campaign.

http://destinations.disney.go.com/di...s/index?bhcp=1

This is the same lame overbearing [garbage] we got for the 50th. A lot of image, no substance. And "Disney Parks" as a common-denominator all-purpose destination, as if there's one on every corner like a Starbucks.

I remember when I saw the ads for the 50th that put Walt Disney saying "To all who come to this happy place -- Welcome" in Florida and the other one that took out the words "hard facts" from the dedication.

I wonder if people are falling for this.

--t

[mommy-san]

Isn't everyone being a little hard on this whole campaign?It's been out for like 15 minutes and already everyone feels sooooo strongly about it. How is this really any different than having a 'anniversary sale' at WalMart or having a limited edition flavor of Coca-cola? It's all about getting people to find new reasons to spend money in the same old places. Its called marketing, and I'm pretty sure Disney spends a whole whack of money on market research before it launches something that will affect its WORLD WIDE attendance numbers.

[Darkbeer]

Walt Disney World/Disneyland Resort Press Release


One Lucky Family Getting Magic Kingdom All to Themselves For the Launch of Disney's 'Year of A Million Dreams'

A First-of-its Kind Dream Come True Makes for An Unforgettable Experience in Magic Kingdom!

BURBANK, Calif., June. 7 -- For the first time ever, to launch Disney's "Year of a Million Dreams" celebration, one lucky guest and family will receive a once-in-a-lifetime dream come true as they get the Magic Kingdom park all to themselves.

The winning family will enter Magic Kingdom on a red-carpeted Main Street, U.S.A. lined with cast members in place for their exclusive visit. They'll enjoy a VIP itinerary as they tour each land of the park, experience favorite attractions and visit favorite characters.

As the winning family leaves each land, other guests will fill the park behind them -- ensuring plenty of spectators as they make their way back down Main Street, U.S.A. as grand marshals of the daily parade. The winning family will conclude their remarkable visit by enjoying the spectacular fireworks over Cinderella Castle from a special viewing location.

The "Keys to the Magic Kingdom" promotion will lead up to the Oct. 1, 2006, launch of the "Year of a Million Dreams" celebration at Disneyland Resort in California and Walt Disney World Resort in Florida. The winning family will enjoy their VIP visit to Magic Kingdom in October, early in the year-long celebration. The "Year of a Million Dreams" is a first-of-its-kind event that celebrates the individual dreams of Disney Park guests from around the world. Another million dreams will be awarded to Disneyland and Walt Disney World guests through the "Disney Dreams Giveaway," a separate promotion that will run throughout the "Year of a Million Dreams."

"Our goal is to make dreams come true for every single guest who visits our Disney parks," says Jay Rasulo, chairman of Walt Disney Parks and Resorts. "Dreams and wishes are synonymous with Disney and what better way to make a vacation dream come true than by allowing one lucky family to enjoy the Magic Kingdom by themselves."

For more information about the "Year of a Million Dreams" celebration and the "Keys to the Magic Kingdom" promotion, visit http://www.mydisneyparks.com/ . No purchase necessary. Void where prohibited. Open to legal residents 18 or older of the 50 states and D.C. Commences June 7, 2006, and ends July 31, 2006.

"Disney Dreams Giveaway": Look for future announcements with the details of the "Disney Dreams Giveaway" promotion. No purchase necessary and subject to promotion official rules which will be available on Oct. 1, 2006. Odds of winning any prize will depend on the number of eligible entries. Void where prohibited.

[Darkbeer]

Walt Disney World/Disneyland Resort Press Release


During 'Year of a Million Dreams' Celebration Disney Cast Members to Award a Million Magical Dreams

From an Overnight Stay inside Cinderella Castle to a Golden FASTPASS, Dreams Big and Small to Come True During a First-of-Its-Kind Celebration That Also Features New Attractions and Entertainment at Disneyland and Walt Disney World Resorts

BURBANK, Calif., June 7 -- From an overnight stay inside Cinderella Castle to a Golden FASTPASS, dreams big and small will come true at Disneyland and Walt Disney World resorts during Disney's "Year of a Million Dreams," a first-of-its-kind celebration of the individual dreams of Disney Parks guests.


The year-long celebration, beginning Oct. 1, 2006, at Disneyland Resort in California and Walt Disney World Resort in Florida, will feature the debut of an incredible lineup of new attractions and entertainment at both Disneyland and Walt Disney World resorts, plus new technologies that allow guests to customize their Disney park experience.

And, for the first time, during the "Year of a Million Dreams" celebration, Disney cast members will award a million dreams -- both large and small, including many "money-can't-buy" experiences -- to guests selected through a random process as part of a unique "Disney Dreams Giveaway" promotion.

"Throughout this incredible celebration, special dreams and unique experiences once thought impossible will be awarded by our cast every day," said Jay Rasulo, chairman of Walt Disney Parks and Resorts. "Disney parks are always the place where dreams come true -- but even more so during the 'Year of a Million Dreams.'"

The "impossible" includes the creation of over-the-top, overnight experiences for winning guests at both East and West Coast resorts: a royal bedchamber inside Cinderella Castle at Walt Disney World Resort and a Mickey Mouse Penthouse at Disneyland Resort, both expected to be complete by January 2007.

A day of royal treatment will end with a night of enchantment inside Cinderella Castle for a different lucky guest each night. Cinderella's royal bedchamber, now under construction at Magic Kingdom, will allow Disney guests to stay overnight inside the park and enjoy a view shared only by Tinker Bell. The lavishly decorated bedroom will be located in a space originally planned as an in-park apartment for the use of the Disney family.

And for a lucky Disneyland guest, each night, the all-new Mickey Mouse Penthouse at Disneyland Hotel will pour on the Mickey charm and include magical views overlooking both Disneyland and Disney's California Adventure parks. The extraordinary penthouse will be decorated in all things Mickey, with finishing touches by none other than Minnie Mouse herself.

In addition, during the year-long celebration, other Disney dreams both large and small will be awarded in the "Disney Dreams Giveaway" promotion, such as:

* Traveling to each Disney resort around the world to serve as grand marshal in a Disney parade. * A variety of unique Disney vacation experiences. * Admission to special parties and other extraordinary experiences in the Disneyland and Walt Disney World parks. * Private meetings with favorite Disney characters. * Or, a Golden FASTPASS ticket with unique access entitlements to some of Disney's most popular attractions.

New Attractions and Entertainment Planned for the "Year of a Million Dreams"

Throughout the "Year of a Million Dreams" celebration, Disneyland and Walt Disney World resorts will debut major new attractions:

* Disneyland Resort in California

-- Finding Nemo Submarine Voyage -- Inspired by Disney -- Pixar's "Finding Nemo," this all-new E-ticket adventure will take guests on a real (and unbelievable) underwater excursion. (Summer 2007)

-- Rockin' Space Mountain -- Space Mountain is getting a new twist. Thanks to new lighting and technology, Disney's classic attraction will become a new experience in which rockets will rock it through the greatest concert in the universe. An all-new soundtrack will fit the exciting twists and turns of Disney's rocket classic. (Spring 2007)

* Walt Disney World Resort in Florida

-- "The Seas with Nemo & Friends" at Epcot -- Nemo is lost -- again -- and guests aboard "clam-mobiles" join his friends to search one of the world's largest saltwater aquariums for the playful clownfish in a stunning display of new entertainment technology inspired by Disney-Pixar's "Finding Nemo." (Late 2006)

-- "Finding Nemo-The Musical" at Disney's Animal Kingdom -- Also inspired by Disney-Pixar's "Finding Nemo," the Great Barrier Reef comes to colorful life in an all-new musical filled with spectacular scenery, elaborate puppetry and music by a Tony-Award-winning composer. (Late 2006)

-- The Laugh Floor Comedy Club at Magic Kingdom -- Guests find the power of laughter in an engaging and interactive new adventure inspired by Disney- Pixar's "Monsters, Inc." as they match wits with the one-eyed hero Mike Wazowski and his friends. (Early 2007)

Additionally, special entertainment and programs will be in place at the parks and resorts to accommodate the desires and wishes of would-be Disney Princesses, pirates, adventurers and space explorers. Guests will be able to customize their visit to a Disney park to pursue the "Dream Track" of their choice with on-line planning tools and in-park technology to help them become the hero or princess they've always dreamed of being.

For more information about the "Year of a Million Dreams" celebration and the "Disney Dreams Giveaway" promotion, visit http://www.mydisneyparks.com/ . Look for future announcements with the details of the "Disney Dreams Giveaway" promotion. No purchase necessary and subject to promotion official rules which will be available on Oct. 1, 2006. Odds of winning any prize will depend on the number of eligible entries. Void where prohibited

[Niwel]

I am very upset. I just went to enter the sweepstakes for the trip of a lifetime and the prize takes place Oct. 1-4, 2006. Too bad no one at Disney could afford a calendar. The night of Oct. 1 is the beginning of Yom Kippur -- the holiest day of the Jewish year, which means yours truly couldn't go if she won -- and neither could most Jewish families. Not cool. Not cool at all.

[Darkbeer]

Alas, that is the first day of the new campaign, after the 50th ends on September 30th.

But they maybe could have picked a better start date.....

[Mark Goldhaber]

It's also the dates of the annual fall press event at WDW, so there would be maximum publicity and the entire press corps could interview the winner. I plan to talk to the WDW folks tomorrow to see if I can get some sort of feedback on this. We'll see what they say.

[miss bianca]

Not sure if anyone has posted this yet...this was sent to Disney Travel Agents:

During The Year of a Million Dreams Celebration, Disney Cast Members to Award a Million Magical Dreams



From an overnight stay inside Cinderella Castle to a Golden FASTPASS, dreams big and small will come true at the Disneyland Resort and the Walt Disney World Resort during The Year of a Million Dreams a first-of-its-kind celebration of the individual dreams of Disney Park Guests.

The year-long celebration, beginning Oct. 1, 2006, at both resorts, will feature the debut of an incredible line-up of new attractions and entertainment, plus new technologies that allow your Clients to customize their Disney Park experience.

And, for the first time, during The Year of a Million Dreams, Disney Cast Members will award one million dreams both large and small, including many money-cant-buy experiences to Guests selected at random through a unique Disney Dreams Giveaway promotion. One lucky family will even get the Magic Kingdom Park all to themselves for the launch of The Year of a Million Dreams. Keep reading for details.

This will be an unbelievable celebration unlike anything our Guests have ever experienced, said Jay Rasulo, chairman of Walt Disney Parks and Resorts.

The unbelievable includes the creation of over-the-top, overnight experiences for winning Guests at both East and West Coast resorts: a royal bedchamber inside Cinderella Castle at the Walt Disney World Resort and a Mickey Mouse Penthouse at the Disneyland Resort, both expected to be complete by January 2007.



Dreams Large and Small
A day of royal treatment will end with a night of enchantment inside Cinderella Castle for a different lucky guest each night. Cinderellas royal bedchamber, now under construction at the Magic Kingdom Park, will allow Disney Guests to stay overnight inside the park and enjoy a view shared only by Tinker Bell. The lavishly decorated bedroom will be located in a space originally planned as an in-park apartment for the use of the Disney family.

And for a lucky guest at the Disneyland Resort, each night, the all-new Mickey Mouse Penthouse at the Disneyland Hotel will pour on the Mickey charm and include magical views overlooking both Disneyland Park and Disneys California Adventure Park. The extraordinary penthouse will be decorated in all things Mickey, with finishing touches by none other than Minnie Mouse herself.

In addition, during the year-long celebration, other Disney dreams both large and small will be awarded in the Disney Dreams Giveaway promotion, such as:

Traveling to each Disney resort around the world to serve as grand marshal in a Disney parade
A variety of unique Disney vacation experiences
Admission to special parties and other extraordinary experiences in the Disneyland and Walt Disney World Theme Parks
Private meetings with favorite Disney characters
Or, a Golden FASTPASS ticket with unique access entitlements to some of Disneys most popular attractions


New Attractions and Entertainment Planned for The Year of a Million Dreams

Throughout The Year of a Million Dreams celebration, both the Disneyland Resort and the Walt Disney World Resort will debut major new attractions for your Clients to enjoy:

Disneyland Resort in California

Finding Nemo Submarine Voyage Inspired by Disney-Pixars Finding Nemo, this all-new E-Ticket adventure will take your Clients on a real (and unbelievable) underwater excursion. (Summer 2007)
Rockin Space Mountain Space Mountain is getting a new twist. Thanks to new lighting and technology, Disneys classic attraction will become a new experience in which rockets will rock it through the greatest concert in the universe. An all-new soundtrack will fit the exciting twists and turns of Disneys rocket classic. (Spring 2007)
Walt Disney World Resort in Florida

The Seas with Nemo & Friends at Epcot Nemo is lost again and your Clients aboard clam-mobiles join his friends to search the worlds largest saltwater aquarium for the playful clownfish in a stunning display of new entertainment technology inspired by Disney-Pixars Finding Nemo. (Late 2006)
Finding Nemo - The Musical at Disneys Animal Kingdom Theme Park Also inspired by Disney-Pixars Finding Nemo, the Great Barrier Reef comes to colorful life in an all-new musical filled with spectacular scenery, elaborate puppetry and music by a Tony-Award-winning composer. (Late 2006)
The Laugh Floor Comedy Club at the Magic Kingdom Park Your Clients will find the power of laughter in an engaging and interactive new adventure inspired by Disney-Pixars Monsters, Inc. as they match wits with the one-eyed hero Mike Wazowski and his friends. (Early 2007)


Additionally, special entertainment and programs will be in place at the parks and resorts to accommodate the desire and wishes of would-be Disney Princesses, pirates, adventurers and space explorers. Your Clients will be able to customize their visit to a Disney park to pursue the Dream Track of their choice with on-line planning tools and in-park technology to help them become the hero or princess theyve always dreamed of being.

For more information about The Year of a Million Dreams celebration and the Disney Dreams Giveaway promotion, contact your Disney Destinations Sales Department representative or visit www.mydisneyparks.com.

[Mark Goldhaber]

I've got a phone call in to Mike Scopa, who's at the press event, about the Yom Kippur thing. I'll hope that he gets the message while he's still with the WDW folks. If not, I'll check with Media Relations tomorrow.

[Niwel]

I've got a phone call in to Mike Scopa, who's at the press event, about the Yom Kippur thing. I'll hope that he gets the message while he's still with the WDW folks. If not, I'll check with Media Relations tomorrow.

Thanks Mark! I would LOVE to know what happened and who is going to lose their job for it...

[Darkbeer]

http://today.reuters.com/stocks/Quot...clePage2&sz=13


QuikQuote: The company said each park will also celebrate its own events and milestones, including the 15th anniversary of Disneyland Resort Paris and the 25th anniversary of Tokyo Disney Resort.

Jack Trout, president of marketing strategy firm Trout & Partners, was not impressed with the new campaign. "I don't think just advertising the theme parks is going to do much for them. They need something interesting, a new concept show or new ride, to really get some revisits," he said.

[Darkbeer]

Ok, the press release says the Million Prize giveaway is a year-long.

In 2005, looking at the USA Main Theme Parks (no water parks), Amusement Business/ERA estimated the attendance at just under 55 million, add the increase in attendance, and we are looking at about 60 million visitors from October 2006 thru September 2007, so about a 1 in 60 chance of winning a prize each time you visit a park (I presume it will be chance a day, so going to a second park in the same day would not give you another "game piece".

And who knows how they will handle this, either thru Scratch cards, which would be hard to control due to giving out the Cinderella Castle or special Disneyland Hotel Suite each day, so it looks more than likely that we will go back to the Gift-Giver type of program, where you either have a computer spit out a game piece when you enter, or the fact you will need to go to a bank of special machines to swipe your ticket/ParkHopper or AP (Something like a bank of FASTPASS machines that print out a FP like ticket that states that you are a winner and the prize, or something like "Come Back, and your dreams might come true tomorrow").

Now we are looking at a million prizes, about 1/3 in Anaheim, and 2/3'rds in Orlando.

Let's look at Anaheim, and round to make it easy to calculate, 365,000 prizes, or about 1,000 a day on average. Now we know that one person a day will get the hotel room, and I presume some prizes, such as a trip to each park worldwide and the vacation packages will be less than once a day, so a few people a day will get the admission to the special party, a few will get the Golden FASTPASS, but it looks like some folks will get something like a special "Where Dreams Come True" collector pin, or other similar type of prize.

It should be interesting to see the official rules, but they are not planning to release them until October 1st.

[Darkbeer]

http://www.latimes.com/business/la-f...ninav-business

QuikQuote: The U.S. campaign will be "Year of a Million Dreams," he said, with theme park employees giving away prizes big and small.
The prizes, which will be awarded to visitors chosen statistically by a third-party company, will include free dinners, Fast Passes that get people to the front of some lines and a lifetime of Disney vacations. Guests may also be named grand marshals of parades or given access to the exclusive, members-only Club 33 at Disneyland.
Although each park will use the "Where Dreams Come True" campaign, the promotions and marketing will be tailored. Disneyland Paris, for example, will promote its 15th anniversary and new attractions such as Tower of Terror and Buzz Lightyear's Laser Blast.

[Alex S.]

I find the announcement of "Rockin' Space Mountain" interesting. Guess it isn't completely dead after all. I also guess they'll have to redo the sign.

[vamassey]

I really wish it encluded a change in the MK parade. I'm tired of Share a Dream Come True.