15th Anniversary Celebration
Friday, 16th March 2007
Two grand attraction openings and one long-awaited attraction closure - Walt Disney Studios has never had a happier birthday! As the final closure date for the endlessly disappointing Television Tour is confirmed, Disneyland Resort Paris choses today, the 5th anniversary of the park’s grand opening, to finally announce the opening dates of its first ever brand new attractions.
Wednesday, 14th March 2007
The 15th Anniversary fever isn’t just a marketing creation, the buzz can truly be felt right through the entire resort as more and more gold-and-blue signs of the big 15 appear day after day. Step into almost any of the resort’s boutiques right now, and you’ll be hit with perhaps the biggest anniversary merchandise line ever created. Get your AP ready, you’ll be needing that discount…
Monday, 12th March 2007
Following on now from the second article, let’s make it a triple with a look at another important advertising area also covered by the 15th - online marketing. With an expensive anniversary website just launched, they certainly want to make sure people know where to find it.
Monday, 12th March 2007
Continued from the first article in this mini-series, we now turn to print advertising for the 15th Anniversary, which was launched at the same moment as the TV campaign to truly flood all media with anniversary messages. As with the TV spot, the key print advertisement is the same Europe-wide and features the sparkling red carpet leading to a glistening Sleeping Beauty Castle…
Monday, 12th March 2007
The red carpet has been rolled out! The party is now, the celebration is officially underway! Since July last year we’ve been following every detail of the 15th Anniversary, and now it’s everywhere, for all to see, and is causing quite a stir! In a series of articles looking at the launch of the resort’s most ambitious advertising campaign ever, we begin with 15th Anniversary fever on your own TV…
Thursday, 8th March 2007
As a tribute to its French location, and in celebration of the 15th Anniversary, Disneyland Resort Paris are taking the phrase “drunk on Disney magic” to new levels! The park which caused controversy in the 90s for being the first Disney park to serve alcohol is now launching another “first” - its premier bottle of branded wine!
Monday, 5th March 2007
In show business, first impressions are everything. But, after five years of wear of tear, the searchlight-patterned asphalt path leading to the Studios wasn’t quite the gleaming star it once was, and so last month the entire stretch was cordoned off and ripped up for replacement. Not to be outdone, Disneyland Park is also busy re-making its own entrance area ready for the big 15…
Thursday, 1st March 2007
Another day brings another peek into the backstage preparations for the anniversary, and another fascinating look at the wonders of Disney’s Once Upon a Dream Parade! This time from a promotion spot on the German Disney Channel, the “making-of” featurette features similar images to a spot seen early last month, though now with a glimpse into the artist workshops designing the epic new spectacle. Expect concepts, maquettes and even more anticipation…
Thursday, 1st March 2007
Walt Disney used to simply say “Get them out there!”. If there’s one advantage Disneyland will forever have over any other theme park, it’s the Disney characters. “They are the greatest asset we have” he said. And apparently, the people behind the 15th Anniversary Celebration agree. We’ve been promised “more Disney characters than ever before” for many months now, but this is Disney - nothing is ever that ordinary…
Saturday, 24th February 2007
More lovely concept art from the AGM, again courtesy of DCP’s Mouetto, this time focusing both on the stage, candles and characters of Candlabration (Bougillumination) and on the banners due to line Main Street using the Christmas fairytale illuminations. Plus, there’s a new group of ten characters who need to be seen to be believed!
Thursday, 22nd February 2007
The Euro Disney SCA Annual General Meeting for shareholders isn’t just about financial statistics and uncomfortable questions, oh no - they always manage to put on a good Disney show! In 2004 we had a musical Lion King preview, an outer-space preview for 2005 and a Buzz Lightyear extravaganza for 2006. How could they top all that for 2007, the 15th Anniversary year, then? Will a costume preview and a play of the new song “Just Like We Dreamed It” do?
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