The Walt Disney Co. wants consumers to dream--and then the company plans to make those dreams come true. Dreams are the key element of a new, first-ever global marketing effort the company announced
this week that includes advertising and promotions that will last for a full year. The theme of the ad effort is "Where Dreams Come True," while the promotion--which will be held at each Disney theme
park around the world--is called "Year of a Million Dreams." Both initiatives are based on two years 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,'" said Disney marketing executive Michael
Mendenhall. "We wanted to define what they were talking about--a transformational experience." 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 year-long celebration, cast members at the two parks will award 1 million dreams to guests as part of the Disney Dreams
Giveaway. One promotion that is sure to entice little girls is an overnight stay in Cinderella's castle at Disneyland. "These are things that money cannot buy," Mendenhall said. "These are
aspirational magical moments. It's a celebration of our guests." Another prize is a chance for a family to have the Magic Kingdom all to themselves for a few hours
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