Disney: forget about Mickey Mouse
What a new television commercial from Disney is telling visitors: don’t pay attention to Mickey.
“It really does help to dispel the myth that Disney Vacation Club is only Disney,” said Sybil Woolfork, Disney Vacation Club’s director of marketing.
The Disney Vacation Club has grown rapidly in recent years. But now the Walt Disney Co.’s Florida time-share arm is trying to get over the Disney association with theme parks.
Dubbed “Little Travelers,” the 60-second version of the commercial opens with children talking about the places they have been through their families’ Disney Vacation Club memberships. Viewers hear about the Grand Canyon, Costa Rica and England before any reference to a theme park.
They are treated to images of the Eiffel Tower and Venice canals instead of Cinderella’s Castle and the Epcot ball. It is only the fourth TV spot the company has produced to promote its time-share division.
Disney developed the concept with Upshot, a Chicago-based advertising agency whose clients include consumer-products giant Procter & Gamble and beer-maker Miller Brewing Co. The commercial was produced by a local company, Convergence of Orlando.
By : David Wilkening
David
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