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Destination: Florida

Disney marketing gets real

By BOB BOUGHNER, QMI Agency
Family members of all ages love creating new memories at Walt Disney World in Florida. (Courtesy Walt Disney World Resort)

Family members of all ages love creating new memories at Walt Disney World in Florida. (Courtesy Walt Disney World Resort)

A new groundbreaking experience at Walt Disney World in Florida in 2011 will celebrate the family vacation memories created daily in Disney theme parks.

Disney guests will become stars of a nightly spectacular when photos taken during the day in the theme parks will become larger-than-life projections on Cinderella Castle at Walt Disney Resort or “it's a small world" at Disneyland Resort.

And this week, Disney guests will begin starring on television, too, as part of the new “let the memories begin" campaign.

For the first time, Disney Parks is featuring the home videos and snapshots of real guests in television ads and other marketing that will allow an audience of millions to share in true-life moments.

A just-released survey of Canadian and U.S. families conducted for Disney Parks shows 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 favourite vacation experiences.

Beginning in January, some Disney parks guests will find the memory they just made has become a larger-than-life image during a "let the memories begin" night time experience.

The night time show will use the latest in high-intensity projection technology to create vivid visuals that seem to defy the architecture of the building.

A new song commissioned for the show will provide an emotional context for the images.

This story was posted on Tue, October 19, 2010



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