4 May 2011 – Disney’s 2011 annual theme is ‘Let the memories begin’. Within this co-creative and inspirational campaign Disney guests will become the stars of Disney’s nightly spectacular when photos taken in the park during the day become larger-than-life projections on Cinderella Castle at Walt Disney World Resort or “it’s a small world” at Disneyland Resort. This groundbreaking new experience will celebrate the family vacation memories created in Disney theme parks every day.
“A Disney vacation is the perfect way to create family memories that will last a lifetime,” said Tom Staggs, chairman of Walt Disney Parks and Resorts.
A just-released survey of U.S. and Canadian families conducted for Disney Parks by Ypartnership, a noted research firm that tracks consumer insights and trends in travel, showed that vacation memories hold a special place in family history.
Nine out of 10 parents said they planned their vacations with the express hope that they would result in a lasting family memory, the survey showed. And those memories stuck with them – nearly three-quarters said they think back “often” or “very often” on their favorite vacation experiences.
Additionally for future TV commercials and other advertising and marketing programs, Disney is asking guests to share their memories by uploading photos and videos at a special “Let the Memories Begin” online hub at http://memories.disneyparks.disney.go.com. From a first meeting with a princess to a laugh-filled watery touchdown on Splash Mountain, Disney is looking for videos and photos that capture those never-to-be-forgotten experiences.
“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.”
An inspirational memory by Felicia – Mickey gave us more than a hug;
In 2007, my daughter was selected to travel with a local group to Disney World - a trip for children who are terminally ill or chronically handicapped. We were treated to a 4 day trip to Walt Disney World in Florida. On day 2, our family visited EPCOT. We stopped by the EPCOT Character Spot so Kendall could meet Mickey and Friends. Kendall was 9 years old and very much loved hugging Mickey Mouse, so much so, that I was concerned she was taking too long. I told Mickey, “Kendall will hug you all day if I let her” and I tried to pull Kendall from Mickey. Mickey held up his hand as if to say “No, this is OK!”, and he kept hugging Kendall as if there was no one waiting. As Kendall finally let go and I said thank you, Mickey reached out and pulled me into a strong hug. I started to cry. This kindness showed that Mickey understood how important this trip was for our family and how significant it was for our daughter to interact with him! That was Disney Magic!
May 4, 2011 | Filed under Branding, Co-creation, Communication, Fun, Inspiration, Marketing, Social Inspiration, Storytelling, Value Proposition and tagged with 0.000.009 Inspiration, Branding, Co-creation, Communication, Fun, Marketing, Storytelling, Value Proposition.