Following the announcement last month that
Disney Parks & Resorts was extending its "Year of a Million
Dreams" giveaway program through 2008, Disney unveiled a list of
new awards and attractions to help travel agents market the
The Dreams program
started this year with giveaways such as a stay at the Cinderella
castle suite and in-park shopping sprees randomly awarded to guests
at the Disneyland Resort in California and the Walt Disney World
Resort in Florida as well as to mail-in participants. Giveaways are
not handed out on Disney Cruise Line vacations.
And while those
giveaways and others will continue through 2008, starting on Jan.
1, guests will be eligible for new prizes, including a stay at
Disney Cruise Line's private Bahamian island, Castaway Cay; a night
in the newly constructed Walt's Suite, fashioned after original
renderings Walt Disney commissioned for an in-park, family retreat
that was never completed; reservations for the largest character
breakfast ever, with at least 25 Disney characters in attendance;
and New Year's Eve inside Cinderella's castle.
Despite the Dreams
marketing effort, Walt Disney World attendance inched up just 4%
for the third quarter that ended June 30.
attendance was flat compared with the same period last year. Parks
and Resorts' revenue for the quarter increased 6%, to $2.9
Disney remains enthusiastic about the Dreams initiative.
The company will be
marketing the campaign on television (in Spanish- and
French-language spots, as well), in print and online.
agents will get marketing support, including online tools and
vacation planning DVDs to help customize the Dreams
contact reporter Michelle Baran, send e-mail to [email protected].