DISNEY will relay the first global positioning for its 10 parks with "WhereSpeak," a principle that will guide future messaging for all media, products, promotions and even its cast members.
While the parks shared a promo message for Disneyland's 50th anniversary in 2005, "WhereSpeak" will guide Disney's first true global campaign and branding initiative.
Anaheim, Calif.'s Disneyland has long been known as "The Happiest Place on Earth," but research showed that people define Disney's parks as the place "Where Dreams Come True." That concept launches in a print campaign shot by Annie Leibovitz (Brandweek, June 8) starring Scarlett Johansson (Cinderella), Beyoncé (Alice) and David Beckham (Prince Phillip).
An eight-page booklet runs in March issues of Condé Nast mags. Soon after, Disney will roll out nonceleb ads featuring WhereSpeak copy and parks' everyday transformational moments.
WhereSpeak was developed after Disney tested concepts and found people shared an unaided response. Regardless of race, age, gender, location or whether they were Disney vets or virgins, people viewed the parks as where the magic happens.
So, ads will show visitors of all ages paired with such WhereSpeak as "Where heroes become sidekicks" (a boy and Toy Story's Cowboy Woody lean against Frontierland posts) and "Where glass slippers come in every size" (three generations of gals wear tiaras). Disney's agencies include Mcgarrybowen, New York, and Leo Burnett, Chicago.
"A campaign comes and goes," said Michael Mendenhall, evp-global marketing for Walt Disney Parks. "This is something we will embody in our business—we will integrate WhereSpeak language into everything we do."