Updated: 02:55 AM EST
WSJ: Disney Launches New Ad Campaign
NEW YORK (Reuters) - Walt Disney Co. (DIS.N) is launching a new global advertising campaign this week for its theme parks around the world, the Wall Street Journal reported on Wednesday.
The ad campaign -- which is expected to last for much of the year -- goes beyond the media conglomerate's usual national and regional efforts and is linked to the 50th anniversary of the opening of Disneyland, the company's first theme park, in California in 1955, according to the newspaper.
Disney is not disclosing how much it is spending on the campaign, the Journal said, though the company last year spent $163 million on U.S. advertising for its resorts and theme parks. Aside from California and Florida, it also has properties in France and Japan.
The first ads will be seen on New Year's Day during the television broadcast of the Tournament of Roses Parade, with ads appearing nearly simultaneously on Disney's ABC, Viacom Inc.'s (VIAb.N) CBS and General Electric Co.'s (GE.N) NBC at the first commercial break, according to the Journal.
It also reported that more ads -- which try to make the Disney characters more hip by depicting them with computer-generated animation against live-action backgrounds -- will make their appearance in Europe and Asia in the spring.
Other ads will appear on five Web sites, including Yahoo (YHOO.O), Microsoft Corp.'s (MSFT.O) MSN and Landmark Communications Inc.'s Weather.com, the paper said.
12/29/04 02:55 ET
WSJ: Disney Launches New Ad Campaign
NEW YORK (Reuters) - Walt Disney Co. (DIS.N) is launching a new global advertising campaign this week for its theme parks around the world, the Wall Street Journal reported on Wednesday.
The ad campaign -- which is expected to last for much of the year -- goes beyond the media conglomerate's usual national and regional efforts and is linked to the 50th anniversary of the opening of Disneyland, the company's first theme park, in California in 1955, according to the newspaper.
Disney is not disclosing how much it is spending on the campaign, the Journal said, though the company last year spent $163 million on U.S. advertising for its resorts and theme parks. Aside from California and Florida, it also has properties in France and Japan.
The first ads will be seen on New Year's Day during the television broadcast of the Tournament of Roses Parade, with ads appearing nearly simultaneously on Disney's ABC, Viacom Inc.'s (VIAb.N) CBS and General Electric Co.'s (GE.N) NBC at the first commercial break, according to the Journal.
It also reported that more ads -- which try to make the Disney characters more hip by depicting them with computer-generated animation against live-action backgrounds -- will make their appearance in Europe and Asia in the spring.
Other ads will appear on five Web sites, including Yahoo (YHOO.O), Microsoft Corp.'s (MSFT.O) MSN and Landmark Communications Inc.'s Weather.com, the paper said.
12/29/04 02:55 ET