Disney to Kick Off 1st Global Ad Campaign
With next year’s 50th anniversary of Disneyland fast approaching, Walt Disney Co. will kick off its first global advertising campaign on New Year’s Day to promote its theme parks.
The company’s first 60-second spot will run Saturday during the nationally televised Tournament of Roses Parade, in which Mickey Mouse will serve as grand marshal.
The ad, which features digitally created images of Mickey Mouse, Donald Duck and other classic characters, will simultaneously appear in streaming video on Yahoo, Google and other websites.
In May, the company will begin an 18-month celebration of the Anaheim park’s anniversary. All 10 of Disney’s parks will participate. The company hopes the festivities will give its theme park unit, badly bruised by the 9/11 terrorist attacks, a key boost.
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Richard Verrier
Inside the business of entertainment
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