Al Lutz reporting marketing push for 2011

TP2000

TP2000

Well-Known Member
lebeau said:
But when you market the entire resort as a place to buy teddy bears, it starts to feel like Build-a-Bear. And we have one of those at every mall in the region.

Hopefully, the execution of the campaign will be better than what I'm imagining. I'd love to be wrong.
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I don't think the entire media campaign for Disney Parks for 2011 is built around Duffy. Duffy is just the next little merchandise craze that will have a campaign built around him, like Vinylmation or the latest animated movie.

Here's the exact wording from Lutz, as it sounds like some folks haven't read the blurb on Miceage today...

"Editor's Note 8/9: The next big Disney marketing push is a new character named Duffy, supposedly Mickey's little teddy bear that travels the world with him. Way-too-cute Duffy makes his big debut in the American parks Oct. 14th at DCA and Epcot. Expect a major campaign, since he's already huge in Japan and has the potential for massive sales of the plush and all the accessories. Look for photo locations in DCA and Epcot as well as the obligatory viral marketing this fall, so get your credit cards ready. - Al Lutz"

The text there has a hyperlink to this YouTube video of lines waiting to see Duffy at Tokyo DisneySea, which pretty much sums it up. http://www.youtube.com/watch?v=XotxKZxUFUA
 
lebeau

lebeau

Well-Known Member
TP2000 said:
I don't think the entire media campaign for Disney Parks for 2011 is built around Duffy. Duffy is just the next little merchandise craze that will have a campaign built around him, like Vinylmation or the latest animated movie.

Here's the exact wording from Lutz, as it sounds like some folks haven't read the blurb on Miceage today...

"Editor's Note 8/9: The next big Disney marketing push is a new character named Duffy, supposedly Mickey's little teddy bear that travels the world with him. Way-too-cute Duffy makes his big debut in the American parks Oct. 14th at DCA and Epcot. Expect a major campaign, since he's already huge in Japan and has the potential for massive sales of the plush and all the accessories. Look for photo locations in DCA and Epcot as well as the obligatory viral marketing this fall, so get your credit cards ready. - Al Lutz"

The text there has a hyperlink to this YouTube video of lines waiting to see Duffy at Tokyo DisneySea, which pretty much sums it up. http://www.youtube.com/watch?v=XotxKZxUFUA
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Maybe I'm reading too much into "The next big Disney marketing push" and "expect a major campaign"... :shrug:
 
NewfieFan

NewfieFan

Well-Known Member
lebeau said:
Maybe I'm reading too much into "The next big Disney marketing push" and "expect a major campaign"... :shrug:
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Yeah, maybe it's not THE campaign just a marketing campaign to sell the bears!

I really hope they develop a good story line for him here, though. I'm intrigued by the line "Mickey's little teddy bear that travels the world with him"... is this how they will make him work in Epcot!?!
 
Grizzly Hall 71

Grizzly Hall 71

New Member
NewfieFan said:
Yeah, maybe it's not THE campaign just a marketing campaign to sell the bears!

I really hope they develop a good story line for him here, though. I'm intrigued by the line "Mickey's little teddy bear that travels the world with him"... is this how they will make him work in Epcot!?!
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Most likely.

Each country will have a certain bear corresponding to the country he is in. Causing the little ones to collect, collect, and collect.
 
stlbobby

stlbobby

Well-Known Member
Is this the bear with hidden Mickey's on his paws that was magically brought to life by spending time after-hours in the MK with Mickey, or something to that effect?

That bear has been around WDW for a while and I liked the story in the book that came with the him. If they follow that storyline it totally ties in with the parks and the marketing of WDW as a magical place. It is kind of existential or meta in that you can meet a character that was created by the magic of the parks in the parks thereby creating magic in the parks. Disney is fueling the self-perpetuating mythos that has built up around the parks.

If it isn't that bear then I have no idea how this will play out.
 
L

Lee and Anna

New Member
I think the use of DB is a great idea! remember the marketing campaign is going to be aimed at kids, seeing him come alive and going on attractions in the Magic Kingdom with Mickey will definately make young children want to come and experience the parks.

We already have the Disney Bear book and a DB teddy, which our four year old nephew loves. We read it to him beofre he goes to bed and he always goes on about wanting to go to Disney with Disney Bear.

More power to Disney if they launch a campaign that attracts more families to WDW and they sell some ciute bears at the same time!
 
TP2000

TP2000

Well-Known Member
lebeau said:
Maybe I'm reading too much into "The next big Disney marketing push" and "expect a major campaign"... :shrug:
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I read it as just the latest souvenir fad campaign, not the next big over-arching travel agent campaign like Year Of A Million Dreams or Celebrate.
 
lebeau

lebeau

Well-Known Member
TP2000 said:
I read it as just the latest souvenir fad campaign, not the next big over-arching travel agent campaign like Year Of A Million Dreams or Celebrate.
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Well, that would be just fine.

I wouldn't classify that as a "major" anything. But maybe Al and I have a different idea of what is major.
 
Disneyson 1

Disneyson 1

New Member
This is ridiculous. The whole thing was that Duffy was made by Minnie for Mickey so that he could have a friend on his long OCEAN EXPEDITIONS. If they're going to do this, make it fit on the Disney Cruises, but not in the theme parks. I think it only works in DisneySea, where the theme is really ocean travel.
 
TP2000

TP2000

Well-Known Member
Disneyson 1 said:
This is ridiculous. The whole thing was that Duffy was made by Minnie for Mickey so that he could have a friend on his long OCEAN EXPEDITIONS. If they're going to do this, make it fit on the Disney Cruises, but not in AK. PLEASE not AK.
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Al Lutz said Duffy goes to Epcot at WDW, not AK.

Epcot kind of makes sense because of World Showcase. But I have no idea how or why Duffy fits in California Adventure. That part seems really forced and bizarre. :confused:
 
Disneyson 1

Disneyson 1

New Member
Oops, edited. But World Showcase doesn't make a whole lot of sense either, but it's better than AK. And I agree, the Cali Adventure thing is extra bizzare.
 
wm49rs

wm49rs

A naughty bit o' crumpet
Premium Member
lebeau said:
Well, that would be just fine.

I wouldn't classify that as a "major" anything. But maybe Al and I have a different idea of what is major.
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I think we're all forgetting, anything new for DL is major. Anything new for WDW is a redundant copy of a better version that DL already has....
 

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