Disney’s dream promotion extended another year
Dream on, Disney. Perhaps in part because it generated more buzz then expected, “The Year of a Million Dreams” celebration at Disneyland in California and Walt Disney World in Florida has been extended another year.
“The guests were happy. Our cast was happy. It drove attendance, which was a great thing,” said Ken Potrock, senior vice president of global alliance marketing for Disney Destinations Marketing.
The new 2008 Disney Dreams Giveaway that starts next January features more than one million dreams — more than 50% of which are new — to be awarded through a random process to eligible guests in both resorts and mail-in participants.
Clients’ favorite dreams of 2007 such as Dream FastPass badges, Cinderella Castle Suite stays and in-park shopping sprees will also be granted during this new giveaway, Disney says.
New dreams that are being added as part of the 2008 Disney Dreams Giveaway include a “Reign at Disney’s Private Island for the Day.” One winner will be awarded Disney’s private Bahamian paradise for the day at Castaway Cay, where three guests can also have sole use of the island.
Dozens of smaller prizes such as free meals and “FastPass” tickets will also be rewarded to hundreds or thousands of people during the coming year. The giveaways are expected to prop up attendance at a time when the economy is stagnating.
“When we do things that are not accessible to the majority of people, we find it clearly spikes interest,” said Peter Yesawich, chairman of Ypartnership, a Florida-based travel and research company.
Disney does not release attendance figures, but revenues and operating profits were reportedly up this year, apparently in part because of promotions.
Other major prizes:
ü On Main Street, U.S.A. at the Magic Kingdom at Walt Disney World Resort, one winner and up to three guests will be treated to an unprecedented “ultimate Disney character breakfast,” with at least 25 Disney characters including Mickey and Minnie.
ü New Year’s Eve will be celebrated by a winner and up to three guests inside the Cinderella Castle Suite, in the Magic Kingdom Park at Walt Disney World Resort. The winners will attend a film premier and other events.
ü Taking on the honorary role of a “Sorcerer’s Apprentice,” one winner and a guest will get to peek behind the magic and enter the secret labs of Walt Disney Imagineering.
ü One winner and up to three guests will be sent on a 15-day whirlwind tour of four Disney destinations — Disneyland Resort, Walt Disney World Resort, Hong Kong Disneyland and Disneyland Resort Paris.
As in 2007, travel agents will be able to find marketing support including online tools and vacation planning DVDs on Disney agent Web site.
“Travel agents have been an integral part of our celebration as the designers of our guests’ vacation dreams,” said Ed Fouche, senior vice president of travel industry sales and marketing for Disney Destinations.”
Report by David Wilkening
David
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