15th Fever: Online

Monday, 12th March 2007 at 23:14

Following on now from the second article, let's make it a triple with a look at another important advertising area also covered by the 15th - online marketing. With an expensive anniversary website just launched, they certainly want to make sure people know where to find it.,

The large and much thought-out Disneyland15.com and the recent relaunch of DisneylandParis.com prove that Disneyland Resort Paris certainly know the power of online advertising, but a website is no good without a bit of publicity to get it started, and it’s here that these Flash banner advertisements come into play.

Using the now-familiar red carpet and Disney characters motif, the banners and buttons all mention the “Kids Under 7 Stay and Play Free” offer and direct internet users to the special offer page of Disneyland15.com, where the option to book a stay is clear for all to see.

An unfortunate aspect of online advertising, however, is the limitations it puts on graphic design and photography. For a company such as Disneyland, which very much relies on colourful, bold and crisp visuals to sell its magical product, the limits of Flash and GIF advertisements give an end result far less pleasing than print advertising, as seen with the blurry and bad quality character photos above. Be it a software limitation or a design flaw, we have to hope it won’t affect the number of people who click-through to discover the anniversary events.

The advertisements have now been released for all of Disneyland Resort Paris’ TradeDoubler territories, and should also be appearing (along with other specially-created online competitions and promotions) on several high-profile websites such as MSN as the campaign gets further underway.

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