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