A couple of weeks ago, I suggested that you should wholeheartedly adopt Royal Caribbean’s “lose ‘em or cruise ‘em” promotional campaign. Now Disney Parks has unveiled details of its 2011 marketing plan, and its “Let the Memories Begin” looks to be a worthy successor to last year’s wildly successful “Celebration” campaign. Start reaching out to your Disney rep now and making plans for events and collateral materials for this one, which looks to be a winner.
The new campaign will invite guests to become stars as they share their own captured memories with millions. Using photos taken by guests in the park during the day and projected larger-than-life on Cinderella Castle at Walt Disney World Resort or “it’s a small world” at Disneyland Resort, this experience will celebrate the family vacation memories created in Disney theme parks every day. In addition, for the first time, Disney Parks is featuring the home videos and snapshots of real guests in television ads and other marketing that will allow an audience of millions to share in true-life, heartfelt moments.
Home-based travel agents, many of whom are Disney specialists, can pick up this theme and run with it. Ask your clients for their own home video of Disney trips; maybe you can use them on your website or incorporate them into a film competition-themed event to promote offers to Disney parks. I’m sure a lot of you creative folks out there can come up with any number of variations on the theme.
And let the profits begin.
