Does Disneyland Need Much Advertising?

[PragmaticIdealist]

Founder Walt Disney didn't think so. In fact, the company followed a strategy of avoiding traditional means of promotion for much of Disneyland's history.

Mr. Disney's thinking was born from a belief that works of art and entertainment are intrinsically interesting to the public. So, by creating new and appealing additions, publicity, word-of-mouth, and televised documentaries have the potential to provide the public with most of the awareness and reminding that Disneyland needs.

Under Jay Rasulo, Walt Disney Parks and Resorts is largely forgoing capital improvements in favor of meaningless reminder advertising, such as that typfied by the "Year of a Million Dreams" campaign. Which strategy, though, would you, as a consumer, prefer? And, which do you think has the potential of being most effective from Disney's standpoint?

[animagusurreal]

Re: Does Disneyland Need Much Advertising?

I can't imagine anyone on the fence about planning a Disney trip who is going to go just because there's a sweepstakes running, let alone someone who wasn't thinking to go in the first place. I'm sure actual new additons (like the Nemo Subs) and entertainment would be much more effective in compelling people to go.

That said, I do think that some of the YoMD commercials themselves are fairly well done, especially considering making a sweepstakes look remotely like something magical is no small task.

What I do have to say is a very effective way of advertising is having the passes in Vons stores. I didn't buy one, but just seeing and being that close to a Disneyland pass makes me start yearning for my next trip .

[bfdf55]

Re: Does Disneyland Need Much Advertising?

Founder Walt Disney didn't think so. In fact, the company followed a strategy of avoiding traditional means of promotion for much of Disneyland's history.

Mr. Disney's thinking was born from a belief that works of art and entertainment are intrinsically interesting to the public. So, by creating new and appealing additions, publicity, word-of-mouth, and televised documentaries have the potential to provide the public with most of the awareness and reminding that Disneyland needs.

Under Jay Rasulo, Walt Disney Parks and Resorts is largely forgoing capital improvements in favor of meaningless reminder advertising, such as that typfied by the "Year of a Million Dreams" campaign. Which strategy, though, would you, as a consumer, prefer? And, which do you think has the potential of being most effective from Disney's standpoint?

[Pirate Lover 68]

Re: Does Disneyland Need Much Advertising?

The weekly TV show that showed segments of the park hosted by the man himself was a HUGE advertisement. Of course, great additions that get plugged by word of mouth and news articles would top yearly promotions any time.