Blog entry by Julie Saunders
The east coast leg of Disney’s new marketing campaign, “What Will You Celebrate?” rolled into Charlotte, N.C. on Oct. 15. Local-area College Program cast members, clad in red windbreakers with the new campaign’s slogan on the back, handed out Mickey Mouse shaped balloons promoting the new campaign, which offers a free one-day ticket to the Magic Kingdom at the Walt Disney World Resort or Disneyland Resort on the visitors birthday.
Passers-by could also register their birthdays online using Hewlett-Packard computers set up at the campaign stop. Cards attached to balloons include a code for a free digital gift available from www.disneyparkscelebrations.com.
Explaining the campaign, tour manager Alex Ruiz said, “What we’ve done with ‘What Will You Celebrate?’ is bucketed existing services and made them selectable at the time of booking through our central reservations office. Depending on guests’ needs, and budget, they can add on a private fireworks cruise or order a cake for delivery at a specific table service restaurant.”
Birthdays aside, Ruiz described other aspects of the campaign, “In addition to a free one-day ticket to the Magic Kingdom or Disneyland on guests’ birthdays, we can help them celebrate other life events like anniversaries or graduations. Personalization is the key and the sky is the limit.”
Commenting on possible future use of the exclusive, custom suite inside Cinderella’s castle, Ruiz said, “The castle suite will be used for extended promotional purposes by Disney and possibly third parties.” Ruiz denied that the castle suite would become reserveable saying, “At this time there are no plans to put a price on the castle suite.”
The “What Will You Celebrate?” tour stops in 30 cities coast-to-coast. Check the schedule for dates and locations.