Disney set to kick off 'Year of a Million Dreams' promotion

The Walt Disney Travel Co. is set to kick off its "Year of a Million Dreams" promotion, which will be unlike any Disney promotions in the past, according to Randy Garfield, president.

While past promotions celebrated Disney milestones, Garfield said, this one "will focus on our guests' dreams."

During the promotion, Disney will give away 1.2 million prizes with a combined value of $17 million, Garfield said. Prizes will include "things that money can't buy," he added, "like being the grand marshal in a Disney parade."

The prizes will also include "lots of vacations and unique experiences," such as a VIP sailing with the Disney Cruise Line, overnight stays in the Mickey Mouse Penthouse at Disneyland Hotel in Anaheim, Calif., and trips with Adventures by Disney.

The Year, a typical Disney "year" of 15 months, will begin with TV ads debuting Sept. 25. The official start for the promotion is Oct. 1.

Disney plans $250 million worth of promotional exposure in cooperation with partners including McDonalds, Kelloggs and Visa, Garfield said.

To contact the reporter who wrote this article, send e-mail to David Cogswell at [email protected].

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