Believe In Your Dreams
Well the new DLRP advertising campaign has just started and it’s dreamy! It fits perfectly with the new brochure designs and the proposed new website design (with that swirly intricate design). It’s fresh, modern… very blue… but works incredibly well. It is basically a girl’s monologue of being a princess. She describes them as beautiful, the clothes they wear and how she wants to be one. It then cuts to scenes from inside the parks.
Some of the images are from Walt Disney World’s Magic Kingdom (such as Cinderella in her metal coach), some are from Disneyland Resort in California (looking through the castle gates and to the carousel… at least I think it was, from memory), but there’s also some Disneyland Resort Paris stuff (including an awesome picture of our castle at night, with great lights, pixiedust and Tinkerbell flying around it!)
Unfortunately I wasn’t able to see the whole ad as I was asleep (haha, but I’m not feeling that well), but it was amazing I woke up at kind of the right time. No doubt I’ll see it again soon, but I was genuinely excited by it. The version of “A Dream Is A Wish Your Heart Makes” sounded really great and the style was really professional. Oh, and a quick note, it seems that the current DLRP website homepage has been updated with a still from the new campaign. It shows a boy pretending to be Peter Pan (after all the Buzz stuff)… aww, bless!
Keep an eye out for it on TV tonight in the UK and France (not sure about other countries yet though)!
March 6th, 2006 at 9:34 pm
While it is always good to see new marketing campaigns that ‘freshen up’ the appeal of the Disney parks, am I alone in thinking the creeping advance of the ‘Princess’ phenomenon has gone too far? To start with, the focus on seeing it from the Princess angle is pretty narrow and seems to exclude a much larger part of the potential audience, while there is something of a cynical exploitation (to my mind) of aiming marketing strategy at six-year-old girls (although it’s easy to argue that all marketing is just cynical exploitation!). There are SO many good reasons to visit a Disney theme park, but to fulfil the ‘Princess’ dreams of little girls doesn’t seem a good one to me. But then, perhaps, I have just seen Cinderellabration (at WDW) a few times too many and have found the saccharin overtones of the show just too sickly sweet!
March 7th, 2006 at 1:47 pm
Well, I find it interesting that there’s at least another billboard poser advert for DLRP which uses a BOY dreaming of Peter Pan. This is the image used as soon as you visit the official homepage, so there’s probably another advert including this theme that was launched too, we just haven’t seen it yet.
Yes, I agree the princess idea has now got out of control, but at least DLRP knows how to handle it effectively. Tokyo Disneyland has a whole Princess season with Cinderellabration and a “Bouquet Of Love” daily parade. Working on stereotypes, these are not typically what boys would enjoy most. It’s a shame really, but DLRP offers things for both boys AND girls (typically) plus this is still reflected in their advertising.
March 7th, 2006 at 5:59 pm
Its old style, business as usual disney marketing at its worst Im afraid, every comment I ever recieve about my films comes from all demographics and talks about how I capture the excitement and feel of the parks. Do Disney know how to market there product anymore?
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