“Let The Memories Begin” – Exciting New Disney Park Details
Disney Parks made some exciting announcements during a press conference held in New York City, today. As part of their new “Let The Memories Begin” campaign, Disney will changing their advertising strategy to include “user generated” commercials and invite guests to become part of a nightly spectacular!
“In Colorado, a dad and his kids accompanied grandma and grandpa to the airport to see them off on a trip. Or so the children thought. In fact, it was the kids who were leaving – for a surprise vacation to Disneyland Resort. And the excitement that followed was captured in a home video.
Moments like these of real emotion – memories in the making – are becoming the platform for communications as Disney Parks invites guests to “Let the Memories Begin.”
The new ‘Memories’ theme focuses on parents’ desire to have lasting experiences with their children. “Making memories is the masterpiece of parenthood,” said Leslie Ferraro, executive vice president of Global Marketing for Disney Destinations.”
Raw emotion is one that can’t be faked. Watching the thrill and excitement in children and adults is magical in itself, and Disney has recognized this. They have created a “memories website” (www.DisneyParks.com/Memories) where consumers can upload their Disney memories and share them with others. Disney is also planning on on making user-generated content part of future TV commercial spots, print advertisements, newsletter articles and vacation planning video segments.
All this is quite interesting, however I wonder whether the families who will be appearing on these ads will receive any form of compensation….
Another part of the “Let The Memories Begin” will thrill many! Guests will have the opportunity to become stars of a new nightly spectacular show when photos taken in the park during the day become larger-than-life projections on Cinderella Castle at Walt Disney World Resort or “it’s a small world” at Disneyland Resort. In both locations, Disney PhotoPass photographers will capture guests caught up in the Disney experience – a memory in the making – and as many as 500 photos will be used in each location every day, producers estimate.
The nighttime show will use the latest in high-intensity projection technology to create vivid visuals that seem to defy the architecture of the building. A new song commissioned for the show will provide an emotional context for these images of the Disney guest experience.
A just-released survey of U.S. and Canadian families conducted for Disney Parks by Ypartnership, a noted research firm that tracks consumer insights and trends in travel, showed that vacation memories hold a special place in family history.
“A day at a Disney park is filled with magical experiences that become cherished and unforgettable memories – and now we’re helping our guests share those memories with the world.”
Source & photo credit: Disney