Continued from the first article in this mini-series, we now turn to print advertising for the 15th Anniversary, which was launched at the same moment as the TV campaign to truly flood all media with anniversary messages. As with the TV spot, the key print advertisement is the same Europe-wide and features the sparkling red carpet leading to a glistening Sleeping Beauty Castle...,
In the UK, the eye-catching red carpet scene leads with the tagline “You’re Invited”, calling out to the audience and attempting to highlight that this is a truly special, VIP event. The text at the bottom reads “Dream like you’ve never dreamt before, with all the characters, a new parade and new attractions”, whilst the “hook” of the advertisement is – as with all the 15th promotion so far – the fairly substantial “Kids Under 7 Stay and Play Free” offer.
The double-page magazine advertisement has already been spotted in this week’s Radio Times, a very widely circulated tv listings guide, along with several of the Sunday newspaper magazines. Single page versions have already even been seen in such obscure publications as the Cineworld/UGC free film preview magazine, “Unlimited”.
In France, the advertisement leads with “C’est l’année de tous les rêves” (roughly “It’s the year of every dream”), with a longer piece of text at the bottom describing package prices and room rates. The “Séjour gratuit pour les moins de 7 ans” text is also silver, and more “sparkly”, compared to its British cousin.
It’s this same key advertising visual that will soon be appearing not just in magazine advertisements but all over Paris and beyond. Disneyland Resort Paris plan to fill the billboards of Paris with over 6000 of these posters, including one in particular which will allow a child’s photo to be uploaded to it, appearing for a select period of time with a phrase such as “Charlotte dreams of becoming Cinderella”. A unique “first” and a great bit of fun for the children lucky enough to receive their 15 minutes of fame.
Other “red carpet” billboards will interact with their surroundings, showing the red carpet continue beyond the poster to wrap itself around the entire building. There will also be advertisements on 22 buses, and in particular 4 completely decorated Paris sightseeing coaches, plus special, full “red carpet” makeovers of selected Métro stations.
The size and scope of this campaign and the entire year has exploded beyond anything that could have been expected one year, or even six months, ago. After such a successful and widespread launch, it all looks good for the effect of that sparkling red carpet on the resort’s most important year.