Selling the Celebration: #3

Sunday, 29th October 2006 at 20:13

It's time to look at another 2007 brochure for Disneyland Resort Paris, to see how the travel companies are using the resort's graphics, text and unprecedented new product lineup to sell the 15th Anniversary Celebration. A 15th isn't usually a grand event, so these people need to make sure they work extra hard to convince the public it's worth celebrating. This week, Leger Holidays takes the spotlight.,

Leger have specialised in coach visits to Disneyland Resort Paris for over 14 years, but also sell Eurostar, air and self-drive packages. They waste no time in mentioning their many awards, including Best Group Operator 2006 from Disneyland Resort Paris itself.

As for the brochure, it all begins, as usual, with the front cover. They’ve chosen the nighttime Dumbo visual, an image with beautiful colours and a nice composition. Perhaps it’s strange the 15th Anniversary logo has been replaced by a generic Disneyland Resort Paris one, but the cover is still eye-catching and pretty.


Front Cover

Unfortunately, the removal of that 15th logo was a sign of things to come. Open up the brochure, and… it’s a normal Disneyland brochure. Turn the page, another page, more pages, further and further… where is the 15th Anniversary? Not a single mention, anywhere.

They’re selling packages for 2007 alright – right up to Halloween 2007, infact. A double check of the cover reveals this is indeed their November 2006 to December 2007 edition. But after searching the entire brochure again and again, I have still yet to find a single mention of the new parade, two new attractions, or anything to do with the resort’s biggest event (and biggest selling point) since Walt Disney Studios opened.


Disneyland Park page

There could be a logical reason behind the non-inclusion of the anniversary, but as it stands, this is a brochure selling packages right up to October 2007 without a single mention of the reason everyone will be going to the Paris resort next year. Leger obviously have access to the marketing material, since it’s displayed right across the cover. Where is the rest of the celebration, then? Stuck on a Leger coach on the M1?

Hopefully Leger will put this right with a second edition of the brochure (which is actually rather colourful and pretty) before the end of 2006. Until then, they won’t be gaining any celebration sales for themselves or the resort.

Celebration Score: 1/10

If you’re in the UK, you can order the brochure for yourself here.

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