I was speaking with a friend last night who works in WDW marketing and she was saying how busy they all were with work. She said the Summer Nightastic campaign was literally thrown at them at the last minute and that it took precious time away from them when they should have been working on next year's campaign.
I asked her if the campaign is going to be focused on the 40th Anniversary and she sadly said no. She followed up by stating that it would have been a challenge to focus next year's marketing message around that especially when there are no "new products" to push next year and seeing how the slate is really slim of new offerings in 2011 they are deciding to go on a campaign that will emphasize emotion and memories, like the Magical Gatherings promotion in 2003 and What Will You Celebrate in 2009.
However, a few weeks back I was speaking with a friend who works in the Disney Design Group and asked him if he knew of any plans for the 40th. He said all he knew was his department was working on merchandise for it. There's going to be some pretty nice things but had no idea what the other divisions were doing.
They have done this before. During the 100 Years of Magic campaign there was a smaller selection of merchandise promoting WDW's 30th Anniversary but seeing how the 100 Years was a bigger deal they focused on that.
I know there has been talks of a new parade but I just don't see that happening if the company is not standing behind the celebration with the big marketing blitzes that other celebrations have seen.
This was not the news I wanted to hear, but I guess we'll just have to wait and see how this all plays out.
I asked her if the campaign is going to be focused on the 40th Anniversary and she sadly said no. She followed up by stating that it would have been a challenge to focus next year's marketing message around that especially when there are no "new products" to push next year and seeing how the slate is really slim of new offerings in 2011 they are deciding to go on a campaign that will emphasize emotion and memories, like the Magical Gatherings promotion in 2003 and What Will You Celebrate in 2009.
However, a few weeks back I was speaking with a friend who works in the Disney Design Group and asked him if he knew of any plans for the 40th. He said all he knew was his department was working on merchandise for it. There's going to be some pretty nice things but had no idea what the other divisions were doing.
They have done this before. During the 100 Years of Magic campaign there was a smaller selection of merchandise promoting WDW's 30th Anniversary but seeing how the 100 Years was a bigger deal they focused on that.
I know there has been talks of a new parade but I just don't see that happening if the company is not standing behind the celebration with the big marketing blitzes that other celebrations have seen.
This was not the news I wanted to hear, but I guess we'll just have to wait and see how this all plays out.
