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09-23-2010, 08:38 AM
Disney Guests Become Stars of Castle Show and TV Ads
As Walt Disney World and Disneyland ‘Let the Memories Begin’

NEW YORK (Sept. 23, 2010) – In 2011, Disney guests will become the stars of a nightly spectacular when photos taken in the park during the day become larger-than-life projections on Cinderella Castle at Walt Disney World Resort or “it’s a small world” at Disneyland Resort. This groundbreaking new experience will celebrate the family vacation memories created in Disney theme parks every day.

And this week, Disney guests will begin starring on television, too, as part of the new “Let the Memories Begin” campaign. For the first time, Disney Parks is featuring the home videos and snapshots of real guests in television ads and other marketing that will allow an audience of millions to share in true-life, heartfelt moments.

“A Disney vacation is the perfect way to create family memories that will last a lifetime,” said Tom Staggs, chairman of Walt Disney Parks and Resorts, at a media announcement Thursday in New York. “We’ll spotlight those ‘only-at-Disney’ moments with family and friends during our ‘Let the Memories Begin’ campaign.”

A just-released survey of U.S. and Canadian families conducted for Disney Parks by Ypartnership, a noted research firm that tracks consumer insights and trends in travel, showed that vacation memories hold a special place in family history.

Nine out of 10 parents said they planned their vacations with the express hope that they would result in a lasting family memory, the survey showed. And those memories stuck with them – nearly three-quarters said they think back “often” or “very often” on their favorite vacation experiences.

‘Memories in the Making’ to be Shared on Disney Park Icons
Beginning in January 2011, some Disney parks guests will find that the memory they just made has become a larger-than-life image during a “Let the Memories Begin” nighttime experience.

At Walt Disney World Resort, the guest photos will be projected on the soaring spires of Cinderella Castle in Magic Kingdom. At Disneyland Resort, the iconic façade of “it’s a small world” will be the canvas for the show.
In both locations, Disney PhotoPass photographers will capture guests caught up in the Disney experience – a memory in the making – and as many as 500 photos will be used in each location every day, producers estimate.

The nighttime show will use the latest in high-intensity projection technology to create vivid visuals that seem to defy the architecture of the building. A new song commissioned for the show will provide an emotional context for these images of the Disney guest experience.
For TV Ads and More, Disney Parks Issues a ‘Call for Memories’

Beyond seeing their own projected photos in lights, guests also could become the stars of Disney Parks television commercials, online campaigns and social media opportunities that will showcase to the world the power of memories.

The campaign kicks off this week with a TV commercial created from videos posted online in social media forums.

For future TV commercials and other advertising and marketing programs, Disney Parks is asking guests to share their memories by uploading photos and videos at a special “Let the Memories Begin” online hub at www.DisneyParks.com/Memories. From a first meeting with a princess to a laugh-filled watery touchdown on Splash Mountain, Disney Parks is looking for videos and photos that capture those never-to-be-forgotten experiences.

Some memories will be shared online, while others may be selected to share in print ads, brochures and other marketing – including television ads to air across the United States and Canada.

With real visitor images on iconic attractions and home video featured in commercials, the storytellers at Disney Parks are letting guests tell their own stories in 2011, Staggs said.

“We wanted to give our guests a powerful way to share the memories they create every day in our parks,” Staggs said. “Essentially, this becomes our first user-generated show and our first user-generated marketing campaign.

“A day at a Disney park is filled with magical experiences that become cherished and unforgettable memories – and now we’re helping our guests share those memories with the world.”

More Ways to Make Disney Vacation Memories in 2011

To help make special memories last a lifetime, in 2011 Disney Parks is adding new theme park experiences in California and Florida, new vacation opportunities on the high seas with Disney Cruise Line, a new luxury resort on a breathtaking lagoon in Hawaii, and new ways to explore the world with Adventures by Disney.

Here’s a snapshot of what’s in store:
•“World of Color” (Disneyland Resort): “World of Color,” the new nighttime spectacular presented in Disney California Adventure park, brings classic Disney and Disney•Pixar animation to life with nearly 1,200 powerful fountains, larger-than-life projections, lasers, fire, music and special effects.
•Disney California Adventure Expansion (Disneyland Resort): Next up for the continuing expansion of the park is the first major attraction based on the modern Disney classic, “The Little Mermaid.” The Little Mermaid ~ Ariel’s Undersea Adventure will treat guests to a musical retelling of the classic motion picture as the best-loved songs come alive in magnificent scenes all around them.
•New Star Tours 3-D Adventure (Walt Disney World Resort and Disneyland Resort): Bridging that “long time ago” between the two “Star Wars” trilogies, Star Tours: The Adventures Continue will take flight in 2011 and take voyagers to thrilling destinations throughout the “Star Wars” galaxy. And it will all happen in brilliant, 3-D technology.
•Disney Cruise Line: The Disney Dream, the newest ship of the Disney Cruise Line, launching January 2011, will bring to life grand innovations and more, offering a cruise experience from stem to stern that caters to preferences of the entire family. The Disney Wonder cruise ship will “go west” in early 2011; and new West Coast itineraries for Disney Cruise Line will include, for the first time, Alaska cruises sailing from Vancouver.
•Aulani, a Disney Resort & Spa, Ko Olina Hawai`i: A first-of-its-kind Disney resort in Hawaii creates a perfect setting for family fun. The new resort, which includes traditional hotel rooms and Disney Vacation Club villas, is being built on 21 acres of oceanfront property, 17 miles from Honolulu International Airport and approximately 30 minutes from Waikiki.
•Adventures by Disney: In 2011, Adventures by Disney guests will step off of planes, cruise ships and camels into living chapters of history during seven- and nine-night Egypt itineraries. These guided travel vacations allow families to visit destinations they never dreamed possible – including Italy, South Africa and China – with the assurance of the Disney name.

olegc
09-23-2010, 09:24 AM
as I posted in the business of magic pad - yawn.

Andrew
09-23-2010, 09:28 AM
Two years ago: "What will you celebrate" aka "Do your own promotion".
Last year: "The year to volunteer" aka "Do your own parade".
This year: "Let the memories begin" aka "You fell for those, now do your own advertising too".

3Princesses1Prince
09-23-2010, 09:29 AM
as I posted in the business of magic pad - yawn.

But as a parent of young children...imagine the excitement when you see your family on the side of the castle or IASW? It's like getting on the screen at a baseball game!!!

Lilo143stitch
09-23-2010, 09:33 AM
so far no year has be exciting since year (or two) of a million dreams... Disney keeps raising prices and adding money making events.. you think they could be more creative..

olegc
09-23-2010, 09:38 AM
But as a parent of young children...imagine the excitement when you see your family on the side of the castle or IASW? It's like getting on the screen at a baseball game!!!

so i ask you - for all of the images that they will get, from in park AND online, you do you know where yours will be on the facade - AND - will it be on there long enough for you to see it? And - Tom Staggs said it would be on many select nights - so not every single night.

Major family memories are created from spontenaity and discovery together and that moment is captured in your heart and mind forever, and photo helps you to recall that for you!

I guess this would have some appear like during the 50th with the photo collages - but at least those were up for a long time so you could find your photo.

I just wonder who at Disney Corporate marketing is thinking up this stuff. It's very minimalist and does not involve hardly any effort or cost to them. As stated during Celebrate and during Volunteer - it's brilliant from a business standpoint because people will get sucked in and want to be a part of it - but I just don't see the real value here. I will still visit Disneyland - but this campaign won't make me want to visit it more. I already know that many fantastic memories are created there.

AJDerrick
09-23-2010, 09:38 AM
Well that press conference went WAY longer than it needed to, but there you go. Not super exciting, but it'd be pretty cool to see yourself on IASW.

YOAMD was still my favorite, but I don't expect something like that every single year.

I'm now having flashbacks of the Disneyland Singalong tape..."When we're making memories happy days are always here!"

olegc
09-23-2010, 09:42 AM
so far no year has be exciting since year (or two) of a million dreams... Disney keeps raising prices and adding money making events.. you think they could be more creative..

whatever happened to the years when they did prize giveaways (even a dang $10 plush can't be all that much in their cost). What happened to annual event pushes? Do you remember in the 60s and 70s when they used to have swing and big band concerts, and some of the 70s acts, for free that those brought in SO MANY PEOPLE to the parks. Some of the other annual campaigns where folks thought they would have at least a chance at something given to them. those were real campaigns to dry and drum up additional travel and visits.

I know, I know, it's a business, but wow.. how many more years can they go like this before it starts to go the other way...

3Princesses1Prince
09-23-2010, 09:43 AM
so far no year has be exciting since year (or two) of a million dreams... Disney keeps raising prices and adding money making events.. you think they could be more creative..

But why do guests expect them to have a fabulous new theme every year? I don't go to San Diego every year and wonder what new theme the zoo will have... I think Disney regulars are expecting too much out of it. I think "memories" will go well with any type of celebration they will have (if any) for WDW and MK's 40th birthday next October. I'd guess Disney's marketing department has been busy with the WOC promotion and the upcoming Carsland opening in 2012.

3Princesses1Prince
09-23-2010, 09:45 AM
Well that press conference went WAY longer than it needed to, but there you go. Not super exciting, but it'd be pretty cool to see yourself on IASW.

YOAMD was still my favorite, but I don't expect something like that every single year.

I'm now having flashbacks of the Disneyland Singalong tape..."When we're making memories happy days are always here!"

Maybe every 10 years...I'd say 5, but we are already past that...:p

olegc
09-23-2010, 09:57 AM
But why do guests expect them to have a fabulous new theme every year? .
well, i guess a FABULOUS theme is not necessary every year - but wow, maybe a little more effort?

AJDerrick
09-23-2010, 09:59 AM
But why do guests expect them to have a fabulous new theme every year? I don't go to San Diego every year and wonder what new theme the zoo will have... I think Disney regulars are expecting too much out of it.

It's kinda true. I mean, Disney is a theme park, they have a theme ALL the time. I don't think they should have to reinvent the wheel every year. It appears to have made us all a little jaded!

Would it be nice to see some giveaways or something? Sure. Maybe they will. In YOAMD we used to get cards for a free print of a photopass picture, it might be nice if they did something fun and small like that. Maybe they'll up the meet-and-greet locations. But at the end of the day, I still know that I am paying to go see Mickey. Anything else is icing on the cake.

I do think they could've included technology a little more. A photopass phone app or something. It'd be nice to keep your photopass barcode on your phone instead of carrying the card around, and to see the picture that they take instantly so you knew if you wanted another.

ETA: On a related note, man is their new website for Memories slow!

lauramaynot
09-23-2010, 11:02 AM
It's plain but I kinda like it. Could be worse - while it is fitting, the "year of a thousand construction walls" doesn't really do much for me ;)

The average park goer will probably not even notice that there is a "theme" it is just something that is printed in the corners of their kodak pictures and the napkins they take home. I agree that the memories thing is a bit over done but so many people love DL for the nostalgia and it's an easy marketing theme without having to give anything away which I think is a good way to go.

Goofy4Goofy
09-23-2010, 11:25 AM
Two years ago: "What will you celebrate" aka "Do your own promotion".
Last year: "The year to volunteer" aka "Do your own parade".
This year: "Let the memories begin" aka "You fell for those, now do your own advertising too".

Wow. Cynical.

I liked the "What Will You Celebrate" theme. I specifically made a trip to DLR for my 40th birthday that year and had the best birthday ever! (oh yeah, I also got a very generous gift card from Disney for spending my B-day with them and used it to buy a lovely gift for myself. Who said they didn't do give-aways?)

In fact, that trip provided some excellent photos that I'll use for... can you guess?... THIS year's theme!

I think the "Let The Memories Begin" theme is really interesting and I think they can take it in several creative directions.

I'll give the cynics this: It would be frustrating to submit photos and not know when or if they'll be used. It would be very easy to miss your 'debut' if that were the case.

JerrodDRagon
09-23-2010, 11:30 AM
Not to be a Buzz kill but....the best Memories at least for me are not "planned" last year my friends and I went to horror nights...we decided to go two weeks before the events and thought it would be nothing special one of the best trips we've had. We did the same thing with San Francisco in the summer.

Memories can not be "planned" as Disney trys to do and many for kids this works but for anyone over 13 it seems like a gimic or fake Magic. Don't tell us how much more magical you are in every way...thats the jobs of THERE forums it takes away from the magic when you mix it with business.

DisneyMouse
09-23-2010, 11:44 AM
I actually like this idea quite a lot. I find it very appropriate to the parks. For me it is a place of nostalgia and family. I like seeing other people's memories and feel this really hits home for me, the point of Disneyland :)

I do see how we can get use to having extravagant themes but the point overall is Disneyland. Being there not what promotions are going on. At least that is my two cents :D

niklj
09-23-2010, 11:44 AM
Could see where they're going with this, but peoples' family photos plastered all over the castle? Uh...okay.

Toocherie
09-23-2010, 11:45 AM
Count me as one of the cynics.


But as a parent of young children...imagine the excitement when you see your family on the side of the castle or IASW? It's like getting on the screen at a baseball game!!!

It's not clear to me whether they are projecting these photos all at once or one at a time. Do you and your family really want to stand in front of IASW "hoping" that your pic is one used? For how long?
Through 500 pics?

Sorry--I don't need a bunch of strangers looking at my picture to get a buzz for the day. Either on IASW, the castle or in an ad. Of course, this using "free" advertising seems to be a trend--Fresh and Easy's radio ads are using "real" people and more or less saying that they're saving on advertising by not having to write scripts and hire announcers. (and it shows)


they used to have swing and big band concerts, and some of the 70s acts, for free that those brought in SO MANY PEOPLE to the parks.

When I was in junior high Bobby Sherman appeared at a Spring Fling concert. There was a near riot (too many people) and the concert got cut short. Surely they can find some talent that wouldn't be too expensive to give similar concerts. Couldn't the Princess Fantasy Faire area be used? I like the cover bands that they present at Tomorrowland Terrace however.

Frankly, my favorite promotion of the YOAMD was the special fastpass lanyards they gave out. I can't imagine those were that expensive--they could certainly bring those back--some printing costs and the cost of a few CM's to give them out for a few hours. It might even encourage people to get to the parks earlier rather than later . . . . .

Toocherie
09-23-2010, 11:46 AM
I actually like this idea quite a lot. I find it very appropriate to the parks. For me it is a place of nostalgia and family. I like seeing other people's memories and feel this really hits home for me, the point of Disneyland :)

I do see how we can get use to having extravagant themes but the point overall is Disneyland. Being there not what promotions are going on. At least that is my two cents :D

DisneyMouse, I don't think anyone disagrees with you that DL is a place of nostalgia, etc. What was disappointing is that yesterday they hyped this as the "next big thing" and for many it's not.

newhdplayer
09-23-2010, 11:58 AM
Is Disney going to pay me for the use of my images?

Lame, and cheap, are two words I could use to describe this campaign.

Tkvidahl
09-23-2010, 12:03 PM
I’m finding it very hard to hop on board with this one. Why do we need a "theme" at all? Can’t we just go back to Disneyland, plain and simple? I don’t think I want to wait around while they flash 500 pictures on small world and hope that im one of the 500. How many pictures do they take in one day any how?

SigalTchelet
09-23-2010, 12:06 PM
Wow. Cynical.

I liked the "What Will You Celebrate" theme. I specifically made a trip to DLR for my 40th birthday that year and had the best birthday ever! (oh yeah, I also got a very generous gift card from Disney for spending my B-day with them and used it to buy a lovely gift for myself. Who said they didn't do give-aways?)

In fact, that trip provided some excellent photos that I'll use for... can you guess?... THIS year's theme!

I think the "Let The Memories Begin" theme is really interesting and I think they can take it in several creative directions.

I'll give the cynics this: It would be frustrating to submit photos and not know when or if they'll be used. It would be very easy to miss your 'debut' if that were the case.

I loved What Will You Celebrate? too! I spent my 50th birthday at Disneyland on my birthday with several dear friends I have known since the 4th grade.

But I agree that these promotions do not need to have to happen every year. It makes it more special if they have them maybe every 5 or 10 years. I'll still go to Disneyland without them. But keep all the Halloween stuff! I know I am going to LOVE that!

3Princesses1Prince
09-23-2010, 12:16 PM
Is Disney going to pay me for the use of my images?

Lame, and cheap, are two words I could use to describe this campaign.

I think this goes along with those expecting to get some sort of giveaway with their trip. I don't go to Disney to get something for free, but to have a fabulous time with my family and to make MEMORIES. If you want to get paid for your time to upload photos, don't bother. I wouldn't be surprised that those photopass pics that get chosen on any particular day would get some perk like free prints or something. I'm really hoping for a "Making Memories" button to come out.

AJDerrick
09-23-2010, 12:33 PM
Memories can not be "planned" as Disney trys to do and many for kids this works but for anyone over 13 it seems like a gimic or fake Magic. Don't tell us how much more magical you are in every way...thats the jobs of THERE forums it takes away from the magic when you mix it with business.

Well, my DH planned to propose to me during the fireworks, DL helped him get special reserved seats for it (and didn't charge him) and I thought that was pretty magical and a great memory.

I don't need a big new promotion/theme/giveaway every year. I just need Disneyland. Maybe they overhyped this announcement, but Disney tends to get kinda excited about things. After the last few announcements (Duffy, AP WOC viewing) you'd think we'd be used to it.

DisneyMouse
09-23-2010, 12:33 PM
DisneyMouse, I don't think anyone disagrees with you that DL is a place of nostalgia, etc. What was disappointing is that yesterday they hyped this as the "next big thing" and for many it's not.

I didn't know there was any hype associated with it. Just logging on this afternoon I found it to be a cute idea.

I don't care if I get to see my pictures, I like seeing the way others enjoy the parks as well. I think it is a campaign aimed for those who are kind of sappy about the parks and that really is right up my ally :)