ORLANDO -- Even for
a master marketer like Disney, the promotion of the upcoming 50th
anniversary of Disneyland will be unlike any other.
Ads promoting the
anniversary of the theme park in Anaheim, Calif., already have
begun appearing on national TV networks and cable outlets, and will
soon begin running overseas. The ads feature an array of Disney
characters traveling across land and sea to get to the 18-month
celebration, which kicks off May 5.
But thats only the
beginning, according to Jay Rasulo, president of Walt Disney Parks
For the first time,
Disney will be marketing an event globally because the anniversary
celebration will be held at all of our destinations around the
world, Rasulo said at a media event.
Disneyland is being spruced up for what Disney is calling The
Happiest Celebration on Earth. Even the parks landmark Sleeping
Beauty Castle will be dressed up.
There also will be
special events throughout the coming months.
unique in the Disney portfolio because it was the first park to
purely reflect the vision of company founder Walt Disney. It has
since inspired other theme parks and themed attractions ranging
from retail stores to restaurants all over the world.
Rasulo didnt say
exactly how much Disney is spending on the promotional effort,
other than it will cost hundreds of millions of dollars, including
aspect of Disney, from its 11 theme parks to its cruise line,
retail stores, hotels and golf courses will be part of the
also are running in theaters prior to Disney movies.
Disney is even
launching a game on its Web site thats tied to the celebration.
Rasulo called it an
unprecedented marketing campaign that also will encompass the Sept.
12 opening of Disneys latest theme park, Hong Kong
Rasulo said the
global promotion of the Disneyland anniversary, along with the
opening of the Hong Kong park, underscores another key theme of the
marketing campaign: Our evolution from a single theme park to a
global provider of magical vacations on land, on sea, at home and
abroad, Rasulo said.
Rasulo said Disney
will continue to market itself as a global entity as the
entertainment giant enters the next phase of our growth as the
leading provider of family vacation experiences.
reporter Michael Milligan, send e-mail to [email protected].