Disneyland rolls out anniversary campaign

PASADENA, Calif. -- 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.

The intention is to "take the 50th anniversary of Disneyland and really blow that out on a worldwide basis," Rasulo said, adding that the campaign, which also will feature spots in specific markets that pertain to specific properties, aims to tap into the emotional connection that people have with the Disney parks brand.

"Coming Home," which features a voice-over by Kelsey Grammar, depicts such famous Disney characters as Mickey, Goofy and Stitch making their way from locations around the world to an unspecified homecoming. The spot concludes by touting a new Web site, www.disneydestinations.com, where vacations can be planned.

The ad will air in Europe and Japan in March and in the pre-opening stages of Hong Kong Disneyland, which is set to bow Sept. 12.

The commercial, created in partnership with Disney's agency of record, Leo Burnett USA, uses computer-generated characters in juxtaposition with live-action scenes, including the Great Pyramids, the Paris Opera House and the Golden Gate Bridge. It was directed by Joe Pytka and features CGI work by effects studio Digital Domain.

The media buy is being handled by Starcom USA and Avenue A, which is handling the online portion of the buy.

"The Happiest Celebration on Earth" officially gets under way May 5, 50 years after Disneyland officially opened.

Rasulo called the campaign the most elaborate ever done by the parks and resorts division.

Ads will air at the start of Walt Disney Pictures theatrical releases, and the company-owned ABC television network will air numerous lead-ins before some of its family-oriented programming. The company's cable outlets also will participate.

"ABC and our cable division are fantastic partners of parks and resorts," Rasulo said. "You'll see over the next 18 months what a huge role they play."

Such promotional partners as McDonald's and Coca Cola Co. will participate with initiatives of their own, he added.

The company also is launching a Web site that will allow users to create a character (or avatar) that users can dress, style and move through virtual Disney theme-park environments while performing tasks that earn the avatar heightened status. As status increases, printable awards are granted that can be used to get some item at a Disney park. Items purchased at the park also can be added to the wardrobe of the avatar.

Rasulo said Disney is in talks with the Chinese central government about opening a park on the mainland at some point, probably in Shanghai.

Referring to the latest initiative in the parks and resorts division, Rasulo said, "This is about seizing opportunities, and this is an opportunity that needed to be seized in a big way."