Disney Parks has announced their new marketing theme for 2011, Let the Memories Begin. Disney Parks commercials will feature guest memories of the parks, including videos and photos. Other special events include:
‘Memories in the Making’ to be Shared on Disney Park Icons
Beginning in January 2011, some Disney parks guests will find that the memory they just made has become a larger-than-life image during a “Let the Memories Begin” nighttime experience.
At Walt Disney World Resort, the guest photos will be projected on the soaring spires of Cinderella Castle in Magic Kingdom. At Disneyland Resort, the iconic façade of “it’s a small world” will be the canvas for the show.
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.
For TV Ads and More, Disney Parks Issues a ‘Call for Memories’
Beyond seeing their own projected photos in lights, guests also could become the stars of Disney Parks television commercials, online campaigns and social media opportunities that will showcase to the world the power of memories.
The campaign kicks off this week with a TV commercial created from videos posted online in social media forums.
For future TV commercials and other advertising and marketing programs, Disney Parks is asking guests to share their memories by uploading photos and videos at a special “Let the Memories Begin” online hub at www.DisneyParks.com/Memories. From a first meeting with a princess to a laugh-filled watery touchdown on Splash Mountain, Disney Parks is looking for videos and photos that capture those never-to-be-forgotten experiences.
Some memories will be shared online, while others may be selected to share in print ads, brochures and other marketing – including television ads to air across the United States and Canada.
With real visitor images on iconic attractions and home video featured in commercials, the storytellers at Disney Parks are letting guests tell their own stories in 2011, Staggs said.
“We wanted to give our guests a powerful way to share the memories they create every day in our parks,” Staggs said. “Essentially, this becomes our first user-generated show and our first user-generated marketing campaign.
“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.
Submissions can be done at several places: