Disney's next theme park ads to center on "dreams" - Reuters, 6/7/06
The company said each park will also celebrate its own events and milestones, including the 15th anniversary of Disneyland Resort Paris and the 25th anniversary of Tokyo Disney Resort.
Jack Trout, president of marketing strategy firm Trout & Partners, was not impressed with the new campaign. "I don't think just advertising the theme parks is going to do much for them. They need something interesting, a new concept show or new ride, to really get some revisits," he said.
Rasulo said Disney will be opening several new attractions, including a musical at the Orlando animal park based on the animated movie "Finding Nemo."
Disney said it has hired photographer Gus Butera and directors Tarsem and Leslie Dektor to work in collaboration with agencies Leo Burnett, McGarry-Bowen and the company's in-house team to implement the worldwide campaign.
In addition, Disney said photographer Annie Leibovitz will be creating a celebrity-based campaign "that will convey how these experiences transport people from the ordinary to the extraordinary." Leibovitz will also, for the first time, use film production for the Disney spots.