Okay. It’s time to test your observational skills. Please check out the photo below of a typical NYC street scene and then identify the person and/or items that don’t quite belong.
Photo by Jim Hill
That’s right. It’s the guy with all of those Mickey Mouse balloons who looks out of place in modern day Manhattan. Especially when you take into consideration his turn-of-the-century Main Street USA-type garb.
Photo by Jim Hill
Ah, but this was a deliberate choice on Disney Parks’ part. They didn’t come to the Big Apple to blend in. The Mouse wanted to make a statement. Which is Disney invited a hundred or more travel & entertainment professionals to drop by the Edison Ballroom late yesterday morning …
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Photo by Jim Hill
… So that they could then hear all about Mickey’s plans for 2009. Which involves the Walt Disney Company embracing this brand-new trend in travel: the “Celebration Vacation.” Where people will deliberately schedule a family trip around the celebration of some milestone event (i.e. a birthday or anniversary) and/or in recognition of some recent personal accomplishment (i.e. a graduation or retirement).
“So how exactly are the Disney Parks going to capitalize on this trend?,” you ask. Well, as Jay Rasulo — Chairman of Disney Parks and Resorts — explained to all those assembled in the Edison Ballroom yesterday …
Photo by Jim Hill
“We’ve rolled out plenty of celebrations in the past. Disneyland’s 50th anniversary. Walt’s 100th birthday. But these were always our milestones. In 2009, it’s your milestones that we’ll be looking to recognize. This time, you get to be the star of your own celebration.”
And to prove that the Mouse means business, Jay first screened the TV commercial that will help kick off this new “What will you celebrate?” promotion for the Parks (Which will begin airing nationwide next week) …
Photo by Jim Hill
… Then Rasulo revealed the big hook for Disney’s “Celebration Vacation” campaign. In that — throughout 2009 — anyone can receive free admission to one of the Walt Disney World or Disneyland theme parks on their birthday. All they need to gain entry to theat Park on their special day is a valid ID that verifies your birthdate.
The travel professionals that I spoke with yesterday thought that this free-admission-on-your-birthday promotion was a brilliant idea on Disney’s part. Particularly given what’s going on with the economy these days. As my luncheon companion explained:
“Think about all of the people in Southern California and Central Florida who’ll now be visiting a Disney park in 2009 just because their son or daughter kept pestering them about that free admission offer. That’s how Disney is going to recover all of the costs involved with this campaign. Through all of those additional admissions that they’ll then sell to the friends or family members of those birthday boys & girls.”
And speaking of lunch: Everyone who attended yesterday’s press event got a personalized dessert …
Photo by Jim Hill
… And — no — mine’s wasn’t ticking.
So what you think of the Disney Park’s new “What will you celebrate?” campaign? Do you think this “Celebration Vacation” concept will really be enough to get people to schedule trips to the Disneyland and/or Walt Disney World Resorts in 2009? Or is it going to take more than just free-admission-on-your-birthday to get those turnstiles turning next year?
Your thoughts?