Year of a Million Dreams

[KeithS]

"Year of a Million Dreams" and "Where Dreams Come True"

Well, these appear to be the titles of the post-50th anniversary of Disneyland marketing campaign. With the 50th celebrations ending on 30th September, the new marketing campaigns are being launched in New York overnight - so expect a whole load of announcements on various Disney websites tomorrow.

It will be interesting to see what events etc will come out of this. It will be hard to top the 50th celebrations and all the great work they did in sprucing up the parks (especially DL in Anaheim). I wonder if they will announce the new parades and fireworks etc at this press conference - we'll know by this time tomorrow...

They had an official website up at:
http://destinations.disney.go.com/disne ... dex?bhcp=1
It was working at 6:30pm Sydney time, but I note now that it is unavailable (as at 9:05pm) so maybe it got pulled pending the press launch. Edit: it is back up and running now

Anyway, for those lucky people going on the world tour, you will get to see the end of the 50th anniversary celebrations and the beginning of a Year of a Million Dreams - and those who haven't booked, now is your chance if you want to join us on this once in a lifetime experience!

[Minnies Yoo Hoo]

Hi Keith,
How and where do you find out about all this information? I've just had fun "playing" on the Disney Dreams website, ( a BIG thankyou to you) I had been told that a lot of the celebrations for next year were being centred around Winnie the Pooh and his 80th birthday. I would have thought that they would go for something a bit more different as to me Disney Dreams seems to look a lot like the 50th celebrations. But as usual I'm sure that I am wrong and have no idea what I'm talking about.

Do you have any inside info/knowledge as to why John Lassiter made a flying visit to Sydney recently? I tell myself that he is "scouting out locations" for the next Disney park.
Now that really would be a Disney dream.

Minnies Yoo Hoo

PS We think your idea of a special trip T shirt is great.

[KeithS]

How and where do you find out about all this information?

I'm just like McDonalds - I have my secret sauces! (and a lot of website links...!)

I had been told that a lot of the celebrations for next year were being centred around Winnie the Pooh and his 80th birthday.

I thought this may have been the case too, but this is much bigger again - Disney's idea is to empower the cast member to provide 'dreams' big and small, to the guests. Just how that will work is yet to be seen. There are also some major dreams that Disney want to give away - including nights in a new guest apartment being built in Cinderella's Castle in Orlando, and also the new Mickey Penthouse in the DL Hotel in Anaheim.

Do you have any inside info/knowledge as to why John Lassiter made a flying visit to Sydney recently? I tell myself that he is "scouting out locations" for the next Disney park.

I had speculated on this in another thread - that he may be meeting with Government types to see what sort of backing Disney could expect in NSW - but personally, I believe a preview version of Cars was being shown to the Office of Film and Literature Classification, and John thought it would be a good excuse to escort the film and do a brief media junket as the director. He appeared on the Sunrise show on Channel 7 (I missed it!) as well as some newspaper interviews... Still it is nice to dream

We think your idea of a special trip T shirt is great.

Awesome! I've got Della looking up t-shirt printing companies as we speak! We can talk in more detail about this at the next meeting (shirt sizes, what colours, how many etc etc)

[KeithS]

From the Disney Corporate website:

DISNEY PARKS INTRODUCES "WHERE DREAMS COME TRUE," A WORLDWIDE INITIATIVE TIED TO GLOBAL CONSUMER INSIGHTS

BURBANK, Calif. (June 7, 2006) – Disney Parks announced today a global initiative, "Where Dreams Come True," which will unify its global efforts like never before and go to the very heart of what makes Disney Parks unique. Incorporating key insights from the successful Disneyland 50th anniversary, this new organizing principle will usher in a new era of broader global marketing and guest customization at Disney Parks and will be highlighted by Disney's "Year of a Million Dreams" celebration.

"Where Dreams Come True" will be Disney's first-ever initiative that fully integrates and encompasses its entire global portfolio of parks and resorts. It is rooted heavily in consumer insight – gained through two years of extensive research around the world – that reveals a singular view of Disney Parks.

"We have a great history of listening to our guests and through our research they have told us consistently, whether surveyed in London, New York City, Hong Kong, Los Angeles or Paris, that Disney Parks are synonymous with the idea of 'Where Dreams Come True,' " said Jay Rasulo, chairman of Walt Disney Parks and Resorts. "The very notion is core to our DNA – our parks are indeed the places 'Where Dreams Come True.' "

The ideology of "Where Dreams Come True" will permeate virtually every consumer touch-point, beginning with the vacation planning process and continuing during the Disney Park vacation experience through to the return home. Consistent global messaging and visual iconography will be centered on the universally understood principle of dreams to ensure emotional resonance with audiences around the world.

"This initiative is global in reach from a marketing perspective because of the intrinsic power of the idea. After all, everybody has a dream – the notion crosses all cultures, languages and geographies," said Michael Mendenhall, executive vice president, global marketing for Disney Destinations, LLC. "This initiative will speak in one voice to guests around the world and will permeate multiple consumer touch-points, taking our guests' vacation experience to an altogether new level."

The creative elements of the campaign leverage the findings of the consumer research insight that identified Disney Parks as transformational experiences. The series of inspirational video assets being created in to support the event and campaign are designed to evoke an emotional response and convey in magical ways the emotional transformations that happen every day at Disney Parks worldwide.

Disney Parks has tapped a world-class team of creative visionaries to bring this global campaign to life. A team of top advertising talent, including top photographer Gus Butera and famed directors Tarsem and Leslie Dektor, will work in collaboration with agencies Leo Burnett, McGarry-Bowen and Yellow Shoes (Disney Parks' in-house creative team) to implement Disney Parks' first-ever worldwide advertising campaign.

In addition, Disney Parks announced today that it has added world-renowned photographer Annie Leibovitz to the creative team. Leibovitz will be creating a celebrity-based campaign that will convey how these experiences transport people from the ordinary to the extraordinary. In addition to photography, Leibovitz will – for the first time ever – use film production.

"This array of talent represents a true 'Dream Team,' " Rasulo said, "and speaks to our excitement and commitment to our 'Where Dreams Come True' initiative."

Ushering in an exciting era of interactivity, Disney Parks will employ new technologies that allow guests to customize aspects of their Disney vacations like never before. These technologies will allow the Disney Parks experience to begin for guests as soon as they begin planning their vacation, then deliver an unparalleled level of convenience and guest service during their "custom" visit to a Disney Park.

The unifying theme of "Where Dreams Come True" will be the platform for communications at each Disney Park across the world. And each park will add to the mix messages about events and milestones with special appeal for guests there – whether it is the 15th anniversary of Disneyland Paris Resort, the 25th anniversary of Tokyo Disneyland Resort or the continued introduction of the Disney Park experience to a new region of the world at Hong Kong Disneyland.

In the United States, Disney will launch the "Year of a Million Dreams" celebration on Oct. 1, 2006, at Disneyland Resort in California and Walt Disney World Resort in Florida. Building on the core equity of guest service that sets Disney apart from other brands, cast members at these Disney parks, for this year only, will award a million dreams, both large and small, to guests selected through a random process as part of the "Disney Dreams Giveaway."

Dreams, granted on both coasts, will include an overnight stay in Cinderella Castle at Walt Disney World Resort or the Mickey Mouse Penthouse at Disneyland Resort, unique Disney vacation experiences, admission to special parties and theme park experiences, private meetings with favorite Disney characters, or a Golden FASTPASS ticket with unique access entitlements to some of Disney's most popular attractions.

More information about "Where Dreams Come True" and the "Year of a Million Dreams" is available at http://www.mydisneyparks.com. No purchase necessary for the "Disney Dreams Giveaway" promotion – subject to official rules which will be available on Oct. 1, 2006. Odds of winning any prize will depend on the number of eligible entries. Void where prohibited.

[KeithS]

From the Disneyland/Walt Disney World media sites.

BURBANK, Calif., June 7 -- From an overnight stay inside Cinderella Castle to a Golden FASTPASS, dreams big and small will come true at Disneyland and Walt Disney World resorts during Disney's "Year of a Million Dreams," a first-of-its-kind celebration of the individual dreams of Disney Parks guests.


The year-long celebration, beginning Oct. 1, 2006, at Disneyland Resort in California and Walt Disney World Resort in Florida, will feature the debut of an incredible lineup of new attractions and entertainment at both Disneyland and Walt Disney World resorts, plus new technologies that allow guests to customize their Disney park experience.

And, for the first time, during the "Year of a Million Dreams" celebration, Disney cast members will award a million dreams -- both large and small, including many "money-can't-buy" experiences -- to guests selected through a random process as part of a unique "Disney Dreams Giveaway" promotion.

"Throughout this incredible celebration, special dreams and unique experiences once thought impossible will be awarded by our cast every day," said Jay Rasulo, chairman of Walt Disney Parks and Resorts. "Disney parks are always the place where dreams come true -- but even more so during the 'Year of a Million Dreams.'"

The "impossible" includes the creation of over-the-top, overnight experiences for winning guests at both East and West Coast resorts: a royal bedchamber inside Cinderella Castle at Walt Disney World Resort and a Mickey Mouse Penthouse at Disneyland Resort, both expected to be complete by January 2007.

A day of royal treatment will end with a night of enchantment inside Cinderella Castle for a different lucky guest each night. Cinderella's royal bedchamber, now under construction at Magic Kingdom, will allow Disney guests to stay overnight inside the park and enjoy a view shared only by Tinker Bell. The lavishly decorated bedroom will be located in a space originally planned as an in-park apartment for the use of the Disney family.

And for a lucky Disneyland guest, each night, the all-new Mickey Mouse Penthouse at Disneyland Hotel will pour on the Mickey charm and include magical views overlooking both Disneyland and Disney's California Adventure parks. The extraordinary penthouse will be decorated in all things Mickey, with finishing touches by none other than Minnie Mouse herself.

In addition, during the year-long celebration, other Disney dreams both large and small will be awarded in the "Disney Dreams Giveaway" promotion, such as:

* Traveling to each Disney resort around the world to serve as grand marshal in a Disney parade. * A variety of unique Disney vacation experiences. * Admission to special parties and other extraordinary experiences in the Disneyland and Walt Disney World parks. * Private meetings with favorite Disney characters. * Or, a Golden FASTPASS ticket with unique access entitlements to some of Disney's most popular attractions.

New Attractions and Entertainment Planned for the "Year of a Million Dreams"

Throughout the "Year of a Million Dreams" celebration, Disneyland and Walt Disney World resorts will debut major new attractions:

* Disneyland Resort in California

-- Finding Nemo Submarine Voyage -- Inspired by Disney -- Pixar's "Finding Nemo," this all-new E-ticket adventure will take guests on a real (and unbelievable) underwater excursion. (Summer 2007)

-- Rockin' Space Mountain -- Space Mountain is getting a new twist. Thanks to new lighting and technology, Disney's classic attraction will become a new experience in which rockets will rock it through the greatest concert in the universe. An all-new soundtrack will fit the exciting twists and turns of Disney's rocket classic. (Spring 2007)

* Walt Disney World Resort in Florida

-- "The Seas with Nemo & Friends" at Epcot -- Nemo is lost -- again -- and guests aboard "clam-mobiles" join his friends to search one of the world's largest saltwater aquariums for the playful clownfish in a stunning display of new entertainment technology inspired by Disney-Pixar's "Finding Nemo." (Late 2006)

-- "Finding Nemo-The Musical" at Disney's Animal Kingdom -- Also inspired by Disney-Pixar's "Finding Nemo," the Great Barrier Reef comes to colorful life in an all-new musical filled with spectacular scenery, elaborate puppetry and music by a Tony-Award-winning composer. (Late 2006)

-- The Laugh Floor Comedy Club at Magic Kingdom -- Guests find the power of laughter in an engaging and interactive new adventure inspired by Disney- Pixar's "Monsters, Inc." as they match wits with the one-eyed hero Mike Wazowski and his friends. (Early 2007)

Additionally, special entertainment and programs will be in place at the parks and resorts to accommodate the desires and wishes of would-be Disney Princesses, pirates, adventurers and space explorers. Guests will be able to customize their visit to a Disney park to pursue the "Dream Track" of their choice with on-line planning tools and in-park technology to help them become the hero or princess they've always dreamed of being.

For more information about the "Year of a Million Dreams" celebration and the "Disney Dreams Giveaway" promotion, visit http://www.mydisneyparks.com/ . Look for future announcements with the details of the "Disney Dreams Giveaway" promotion. No purchase necessary and subject to promotion official rules which will be available on Oct. 1, 2006. Odds of winning any prize will depend on the number of eligible entries. Void where prohibited

[gabrielle2106]

We were at the park at the start of the celebration. They seemed to take their time putting up all the advertising bits and pieces, but the dream team cms' were obvious around the parks. They were all dressed in blue shirts (became known as 'the blue shirts') and were very quickly SET UPON by people seeing them. They tended to be near the entrance first thing in the mornings, but were just generally around the park during the day.
Those that were handing out fastpasses, ears, lanyards and pins tended to keep to less busy parts. We got our lanyards and pins from one standing outside the toilets in frontierland, and our ears from one in DCA, over the back of the pier during a parade that kept everyone else on the other side.
Fastpasses tended to be given out as you got on/off rides.
We got a free meal at Village Haus, we just lined up to get lunch and a dreamteam cm came up and asked us to come with him, we followed him and he took us to a cm at the counter who got us whatever we wanted for free.
The cms who gave things like 'grand marshall' of parades etc, tended to do that first thing in the mornings around the train station in main street.
We were waiting in Main street for a parade when a cm came up and asked us to go with him, he took us right down the end near IASM and showed us to some specially set up seats, right in front. It was great.
People seemed to be 'stalking' cms, and being quite rude when they didn't get anything, but i guess that's almost expectable.
Vicki