Tuesday, January 04, 2005


Disneyland anniversary parade gets rolling in Pasadena
Kicking off the marketing and advertising campaign for its "Biggest Celebration on Earth," an 18-month commemoration of Disneyland's 50th anniversary, the Walt Disney Co. launched its first-ever global advertising campaign for its parks and resorts division Saturday, coinciding with the Tournament of Roses parade and Rose Bowl football game here. Disney had the lead float in the annual parade; Mickey Mouse, who tossed the coin before the Rose Bowl, was its grand marshal. The 60-second spot, titled "Coming Home," debuted on ABC, CBS and NBC during the first commercial break of the Rose Bowl telecast. It also will stream simultaneously on seven popular Internet sites, including MSN, About.com, Disney.com and Yahoo! In advance of the parade and game, Jay Rasulo, president of Walt Disney Parks & Resorts, shared the spot with media and discussed Disney's aim to leverage the golden anniversary of the company's original theme park in Anaheim into a worldwide "call to action" on the part of the public to avail itself of a Disney theme park experience at its facilities in the United States, France, Japan and, in September, Hong Kong, site of the yet-to-open Hong Kong Disneyland. EDITOR'S NOTE: UMM...I LOVE DISNEY. AND I HATE TO MISS OUT ON THE BIG 'DO'. BUT A "CALL TO ACTION"? BIG-HEADED MOUSE, HUH? (AND "AVAIL ITSELF OF A THEME PARK EXPERIENCE"? SEEMS LIKE WHOEVER WROTE THAT COPY NEEDS TO 'AVAIL ITSELF' OF SOME FUN...AND PRONTO)!


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