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  1. #1

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    Does Disneyland Need Much Advertising?

    Founder Walt Disney didn't think so. In fact, the company followed a strategy of avoiding traditional means of promotion for much of Disneyland's history.

    Mr. Disney's thinking was born from a belief that works of art and entertainment are intrinsically interesting to the public. So, by creating new and appealing additions, publicity, word-of-mouth, and televised documentaries have the potential to provide the public with most of the awareness and reminding that Disneyland needs.

    Under Jay Rasulo, Walt Disney Parks and Resorts is largely forgoing capital improvements in favor of meaningless reminder advertising, such as that typfied by the "Year of a Million Dreams" campaign. Which strategy, though, would you, as a consumer, prefer? And, which do you think has the potential of being most effective from Disney's standpoint?

  2. #2

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    Re: Does Disneyland Need Much Advertising?

    I can't imagine anyone on the fence about planning a Disney trip who is going to go just because there's a sweepstakes running, let alone someone who wasn't thinking to go in the first place. I'm sure actual new additons (like the Nemo Subs) and entertainment would be much more effective in compelling people to go.

    That said, I do think that some of the YoMD commercials themselves are fairly well done, especially considering making a sweepstakes look remotely like something magical is no small task.

    What I do have to say is a very effective way of advertising is having the passes in Vons stores. I didn't buy one, but just seeing and being that close to a Disneyland pass makes me start yearning for my next trip .
    "Happy Working Song" parody for DCA remodel: http://www.youtube.com/watch?v=x-TYESfNTP8&feature=plcp

    Retro Rant Review of "The Hunchback of Notre Dame II" (comedy review of direct-to-video
    Disney sequel):
    Part 1: http://www.youtube.com/user/animagus.../1/q1j7FU8QXu0
    Part 2: http://www.youtube.com/user/animagus.../0/sasNTMDRBLU

    Retro Rant Review of "Home on the Range" (comedy review of Disney movie):
    Part 1: http://www.youtube.com/watch?v=J7mC-...feature=relmfu
    Part 2: http://www.youtube.com/watch?v=qoUie...feature=relmfu
    Part 3: http://www.youtube.com/watch?v=G3Vea...feature=relmfu


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    Pratfall the albatross superheroine visits the Carthay Circle Theatre.

  3. #3

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    Re: Does Disneyland Need Much Advertising?

    Quote Originally Posted by PragmaticIdealist View Post
    Founder Walt Disney didn't think so. In fact, the company followed a strategy of avoiding traditional means of promotion for much of Disneyland's history.

    Mr. Disney's thinking was born from a belief that works of art and entertainment are intrinsically interesting to the public. So, by creating new and appealing additions, publicity, word-of-mouth, and televised documentaries have the potential to provide the public with most of the awareness and reminding that Disneyland needs.

    Under Jay Rasulo, Walt Disney Parks and Resorts is largely forgoing capital improvements in favor of meaningless reminder advertising, such as that typfied by the "Year of a Million Dreams" campaign. Which strategy, though, would you, as a consumer, prefer? And, which do you think has the potential of being most effective from Disney's standpoint?
    To my mind, much of the marketing they have undertaken through the years has been of little benefit. The Disneyland 50th was more successful in that they actually enhanced the park and the birthday actually helped establish Disneyland’s history and importance.

    The Year of a Million Dreams promotion I see as a wasteful use of capital though. They took many things that they used to provide to guests and now parse them out to contest winners. The money they spent on many elements of the promotion could have been more effectively used to actually enhance the parks, giving them something they actually COULD market.

  4. #4

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    Re: Does Disneyland Need Much Advertising?

    The weekly TV show that showed segments of the park hosted by the man himself was a HUGE advertisement. Of course, great additions that get plugged by word of mouth and news articles would top yearly promotions any time.

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