What would you celebrate?
An interesting thing happened yesterday, our Disney rep came to our office to talk to us about what was going on at the Disney Parks, Resorts and Cruise Lines. She usually comes once a year around November, but this time she was later than normal. The reason for the tardy visit though was she was making sure to spend plenty of with all her agencies.
What caught me off guard was the whole premise of this year's advertising. Last year was the year of a million wishes, the Disney Parks posted their worst loss in their history, this year Disney is planning on doing financially worse than last... This year their whole focus is on answering the question, "What will you celebrate?" By the presentation we saw given by their CEO, Disney prides themselves on being the place where dreams come true, but in today's time of economic uncertainty there is little for anyone to celebrate. As such Disney launched a huge campaign aimed helping people remember that, even in the worst of times, there is a lot in life worth celebrating. One thing that everyone celebrates every year is their birthday, so this year Disney is giving everyone who visits one of their parks on their birthday free admission. They've even go so far as to lower prices throughout the parks and at least at the Disney World parks, lowered the admission to $75 for a single day one park pass, yes I know it's still EXPENSIVE, but it's a fairly impressive gesture.
Normally I would roll my eyes at advertising and not really pay it much mind, but this one has had me thinking for a couple of days, here the largest entertainment media company in the world is geared up and prepared for the worst fiscal year in it's history, but is OK with that if they can make your dreams come true, even if only for a day. Something about that just sits with me. Take a look at their flagship TV spot if you wish, I'd be interested in what others might think of it as well. What would you celebrate?
http://www.youtube.com/watch?v=9ciuA4u5tgI
What caught me off guard was the whole premise of this year's advertising. Last year was the year of a million wishes, the Disney Parks posted their worst loss in their history, this year Disney is planning on doing financially worse than last... This year their whole focus is on answering the question, "What will you celebrate?" By the presentation we saw given by their CEO, Disney prides themselves on being the place where dreams come true, but in today's time of economic uncertainty there is little for anyone to celebrate. As such Disney launched a huge campaign aimed helping people remember that, even in the worst of times, there is a lot in life worth celebrating. One thing that everyone celebrates every year is their birthday, so this year Disney is giving everyone who visits one of their parks on their birthday free admission. They've even go so far as to lower prices throughout the parks and at least at the Disney World parks, lowered the admission to $75 for a single day one park pass, yes I know it's still EXPENSIVE, but it's a fairly impressive gesture.
Normally I would roll my eyes at advertising and not really pay it much mind, but this one has had me thinking for a couple of days, here the largest entertainment media company in the world is geared up and prepared for the worst fiscal year in it's history, but is OK with that if they can make your dreams come true, even if only for a day. Something about that just sits with me. Take a look at their flagship TV spot if you wish, I'd be interested in what others might think of it as well. What would you celebrate?
http://www.youtube.com/watch?v=9ciuA4u5tgI