Billboards?

[ClemsonTigger]

After reading Kevin Page's thread on Stitch billboards, I thought....why billboards? If you're on the BeeLine, you are probably heading to the parks, so why advertize. Possibly to advertize the second rate attractions may bring some attention, but Universal and Disney?

Possibly even more strange, why the billboards on Disney property? Now I love the stinkbug, and the dangling elevator, and the MS one at night is neat, but why waste the money as we're going to go to them anyway.

 

[tigsmom]

Anticipation...

Get those kids (young & old) excited!

 

[Nut4Disney]

I agree. My son loves seeing these billboards on the way from the airport. It gets him really excited in anticipation for WDW. I have to admit that I like them too. They put a smile on my face, and make the boring ride from the airport much more fun.

 

[DisneySam]

Easy and Effective way to advertise to the mass population. Like tigsmom said, the anticipation factor is huge. And you never know what is going to get the public excited, some people may deem the second rate attractions as their first rate attractions.

 

[shoppingnut]

That is very narrow view, there is a bigger picture.

1. Not everyone is on vacation in FL, people do live and work there and not just at Disney, but other businesses too.

2. Not everyone is going to Disney, some people are travelling to UO and IOA for their full vacations and don't consider going to Disney. While I may think this is odd, it does happen, so they are trying to get that consumer to the Disney parks.

3. Billboards inside the parks are a good idea. You have people making deliveries there that are not on vacation and it gives them ideas of what is in the parks.

4. Who is to say that everyone is going to go to every park during their visit, people may decide to skip one thinking that there isn't anything of interest there for them, they see these on the way to their hotel and it gets them thinking, maybe we should go there. Or they don't have enough time to do all them, but they see these ads and think, well next time. If there were no ads, the might not have considered "a next time."

 

[rainfully]

I have to agree that the billboards DEFINITELY help with the whole anticipation factor! I remember driving to Florida as a little kid... seeing the Disney billboards was always a signal that we were almost there!

The same things with the adverts on property... like with the ToT one... I just think "ohhhhh boy I can't wait to ride!!"

 

[Ducky_Love]

I've just returned from my first trip to Disneyland.. and I have to say I was shocked by the complete lack of billboards in Anaheim! I was less than a mile from Disneyland and thought I was lost. Maybe those billboards are there to assure tourists they are going in the right direction??

 

[Disneyfan1981]

I like the WDW Billboards, New attractions, popular attractions, celebrations its almost like someone telling "And this is there, and this is there." My wife and I start getting super excited everytime we pass one! :lol:

 

[matt88mph]

Billboards are half the fun for me. I've started taking pictures of the billboards since my '04 trip. (75% don't even come out...I'm a terrible photographer.)

 

[AdLibSean]

Anyone have any pix of the Wishes billboards?

 

[matt88mph]

You know, I realized something:

Billboards (and advertising in general) can be a very powerful weapon.

Mission:SPACE, Test Track, Stitch's Great Escape, Wishes, and Mickey's PhilharMagic would not have nearly as many people lining up for them if it didn't cram it down your throat in nearly every map, guide, promotional video, and billboard.

Unfortuately, advertising is a sword that isn't used often enough on the attractions that need it.

If attractions like Carousel of Progress, Timekeeper, the entire Wonders of Life pavillion, and more like these had even a small increase in advertising, their attendance numbers would increase significantly.

But that is, if Disney wants to use the right sword for the right reasons.

 

[dave2822]

Mission:SPACE, Test Track, Stitch's Great Escape, Wishes, and Mickey's PhilharMagic would not have nearly as many people lining up for them if it didn't cram it down your throat in nearly every map, guide, promotional video, and billboard.

True, but these attractions are Super Headliners. These are the "money rides," the rides that will attract guests away from the competition. Disney spends the most money on these attractions, so they should be spending the most on advertising for them.

If attractions like Carousel of Progress, Timekeeper, the entire Wonders of Life pavillion, and more like these had even a small increase in advertising, their attendance numbers would increase significantly.

They may increase, but the attendance would never increase for these attractions no matter how much advertising you do to compare it to a MS or ToT, and even the most die-hard CoP fans will agree. These attractions are classics, but did not require the budget the super headliners received, and though they are novelty for frequent park goers, are not the attractions that will pull the money in. Although I also enjoy the aforementioned attractions, and hope they never leave, Disney is doing the right thing in terms of marketing.

 

[matt88mph]

True, but these attractions are Super Headliners. These are the "money rides," the rides that will attract guests away from the competition. Disney spends the most money on these attractions, so they should be spending the most on advertising for them.

Then maybe they should try the "you're already here, why not try this attraction" approach, where they utilize the advertising on WDW property. For arguement's sake, Epcot seems to show only Test Track, Mission:SPACE, Soarin', and Illuminations: Reflections of Earth (with the occasional Honey, I Shrunk the Audience). I would not go to a theme park for only five attractions. Billboards do not need to be utilized, just something, anything.

 

[Ralph Wiggum]

Busch Gardens drops some big money for the one on I-4 and on International Drive, just to entice you away from O-Town.

 

[Pongo]

Bilboards also make playing the ABC game in the car a lot easier. And make the trip more fun.

Especially on the Beeline. From Cocoa to the Orlando Airport there is NOTHING interesting to look at.

Except for "Lake Econolockhatchee."

 

[dave2822]

Then maybe they should try the "you're already here, why not try this attraction" approach, where they utilize the advertising on WDW property. For arguement's sake, Epcot seems to show only Test Track, Mission:SPACE, Soarin', and Illuminations: Reflections of Earth (with the occasional Honey, I Shrunk the Audience). I would not go to a theme park for only five attractions. Billboards do not need to be utilized, just something, anything.

It's not that I disagree, I think it's a valid point. However, from the other perspective, it's tough to see where the billboards, or any marketing strategies, would stop. If you market attractions other than your Super Headliners or Headliners, you really can't draw a line, and overexposure can be a bad thing.

The point of the Disney Marketing strategy, billboard or otherwise, is to entice guests to visit the parks. How will you go about doing that? By highlighting the key points of the park. Sure they should include some of the other attractions in their flyers or the like in the hotel, but once you are in the parks, it is to be surmised you will find the other attractions, and not just hit the Headliner and leave. You can't advertise everything.

But, to reitterate, I can see your side as well.

 

[KevinPage]

The sole purpose of the Stinkbug for Ak when leaving the MK is simple:

MK is the most visited park.
AK is the least visited.
So advertise a show to entice where most of the crowds go so they have a reason to visit another park.

Not everyone who is at the parks are on a week long vacation, so besides reminding people to visit these attractions, it might entice people to stay longer or extend their trip or remind them there are "other" parks to visit.

The ones on I4 and Bee Line are for the purpose to remind people who may not be at Disney of what they have and entice them to come. But so many people come to Orlando for a variety of reasons (I suppose) it's all about tickling their funny bone :lol:

 

[s2jrston]

The Stinkbug also shows that AK has something for the whole family. So families with young children who've never been to AK, coming from MK, can be initiated into the AK genre.

The Stitch billboards are for marketing a mature product. When you have a mature product like MK you want your previous customers to know when you have improved your product. "See the Magic Kingdom. New and Improved with Stitch." Of course now Stitch is no longer new you can expect to see the latest improvements advertised.

-s2jrston