"Where Dreams Come True" will be Disney's first-ever initiative that fully integrates and encompasses its entire global portfolio of parks and resorts. It is rooted heavily in consumer insight – gained through two years of extensive research around the world – that reveals a singular view of Disney Parks.
"We have a great history of listening to our guests and through our research they have told us consistently, whether surveyed in London, New York City, Hong Kong, Los Angeles or Paris, that Disney Parks are synonymous with the idea of 'Where Dreams Come True,' " said Jay Rasulo, chairman of Walt Disney Parks and Resorts.
Consistent global messaging and visual iconography will be centered on the universally understood principle of dreams to ensure emotional resonance with audiences around the world. "This initiative is global in reach from a marketing perspective because of the intrinsic power of the idea. After all, everybody has a dream – the notion crosses all cultures, languages and geographies," said Michael Mendenhall, executive vice president, global marketing for Disney Destinations, LLC. "This initiative will speak in one voice to guests around the world...
The creative elements of the campaign leverage the findings of the consumer research insight that identified Disney Parks as transformational experiences.
The unifying theme of "Where Dreams Come True" will be the platform for communications at each Disney Park across the world. And each park will add to the mix messages about events and milestones with special appeal for guests there – whether it is the 15th anniversary of Disneyland Paris Resort, the 25th anniversary of Tokyo Disneyland Resort or the continued introduction of the Disney Park experience to a new region of the world at Hong Kong Disneyland.