Disney backs theme parks in global drive

Disney is launching its first global advertising campaign to promote its Disney theme parks to a wider audience.

The initiative, which kicks off this month, marks the beginning of a 'new era of broader global marketing' at the branded theme parks, designed to ensure greater brand consistency.

The activity, created by New York agency mcgarrybowen and Leo Burnett, alongside Disney's in-house creative team, will be based around the theme 'Where dreams come true'. It is designed to emphasise the 'magic' of visiting a Disney theme park.

The campaign will include TV and press activity, supported by a celebrity-based campaign, which has been photographed by Annie Leibovitz.

Each park will add its own customised message; ads for Disneyland Paris will include the celebration of its 15th anniversary, while promotions for Tokyo's Disneyland will include celebrations of its 25th anniversary.

In the US, Disney is launching the 'Year of a million dreams', which will award 1m 'dream prizes' to visitors at Disney parks.

Michael Mendenhall, executive vice-president of global marketing for Disney Destinations, is overseeing the activity.

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