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Disney's next theme park ads to center on "dreams" - Reuters

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June 08, 2006

The Walt Disney Company hopes to keep the party going at its theme parks when it launches a new global advertising campaign this fall with the catch phrase "Where Dreams Come True." The coming ad blitz -- which replaces the company's successful 50th birthday of Disneyland campaign -- aims to capture "moments of transformation" that happen to people at the iconic parks, such as when a little girl meets a princess, Jay Rasulo, chairman of Disney's parks and resorts unit, said at a media event to announce the new campaign. At its two U.S. parks, Disney will launch the "Year of a Million Dreams" celebration in October, where visitors will be randomly awarded "dreams" such as a night in the Mickey Mouse Penthouse at Disneyland or private meetings with Disney characters. To kick off the U.S. promotion, one family will be chosen for a VIP visit in October to the Magic Kingdom park in Orlando, Florida where they will have the resort all to themselves.


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