Walt Disney World's new marketing campaign - 'The Magic is Endless'

[hpyhnt 1000]

Remember when they'd ad new rides as part of a celebration instead of just coming up with a new catch phrase that includes any of the following buzz words: celebrate, magic, dream, wish

This. And this again. Really, just this "endlessly" if i'm honest.

I have nothing against marketing, but I'm against empty marketing and slogans, which is what this is. There's no "there" there, nothing new or innovative.

And it's all the more annoying because you know what they could've done a promotion around? The Magic Kingdom's 45th Anniversary. But no, another generic buzz word campaign is what WDW needs.

 

[SorcererMC]

I also really miss these type of commercials where they focused on the family or a child looking forward to visiting WDW.

Yeah, I like the older commercials, and I'm not sure why these newer ones feel so flat to me. For the sake of comparison, I like the Universal Harry Potter commercials (and they are also heavy on buzzwords like hope and dreams).

 

[brb1006]

This. And this again. Really, just this "endlessly" if i'm honest.

I have nothing against marketing, but I'm against empty marketing and slogans, which is what this is. There's no "there" there, nothing new or innovative.

And it's all the more annoying because you know what they could've done a promotion around? The Magic Kingdom's 45th Anniversary. But no, another generic buzz word campaign is what WDW needs.

I really hope the campaign promoting the 50th Anniversary of Walt Disney World won't be disappointing. Especially after seeing these commercials promoting the 60th Anniversary of Disneyland which just wrapped up.


I really hope the 50th won't be disappointing.

 

[Sir_Cliff]

I really hope the campaign promoting the 50th Anniversary of Walt Disney World won't be disappointing. Especially after seeing these commercials promoting the 60th Anniversary of Disneyland which just wrapped up.

"Forever Young" is a very good tagline and the approach they've taken would, I'd have thought, appeal to a wider demographic than what they've tried with the new WDW ad. Then again, maybe people without young kids are no longer a target demographic for the WDW Resort.

Still, the images are far more compelling and they actually have new stuff to promote!

 

[hpyhnt 1000]

I really hope the campaign promoting the 50th Anniversary of Walt Disney World won't be disappointing. Especially after seeing these commercials promoting the 60th Anniversary of Disneyland which just wrapped up.


I really hope the 50th won't be disappointing.

Hopefully not. The 50th should be a big *magical* deal, though with the various expansions and additions going in (and rumored to be going in), it looks like there will be lots of new stuff to enjoy.

As an aside, one of my favorites from the past commercials. Still puts a smile on my face today, and you can't go wrong with Angela Lansbury doing the voiceover.

 

[MagicHappens1971]

And your crystal ball can confirm otherwise?

I remember when the AK parade went away, ostensibly because of construction walls hampering guest circulation. Never came back. Admit it - NOT having an evening parade is saving them big bucks. I doubt another parade will happen before the 50th anniversary. And maybe not even then.

My Grandson may see a new night parade in his life time, but I'm not sure I will.

Another one for Chris M's list: the waiting for new attractions is endless.

It's pretty much confirmed that we will see a nighttime parade by or for the 50th.

 

[No Name]

If you're going to complain about the slogan, at least share what you would've chosen instead.

Because I suspect that there are an awful lot of people who would find a way to complain regardless of what Disney chooses as their marketing slogan.

 

[NearTheEars]

That's not how economics works. CPI and inflation are standard economic indicators. If WDW was *only* a luxury vacation, they wouldn't have a large number of hotel rooms with normal ADR pricing at the Value and Moderate Resorts.

ETA: Not picking on you in particular; it's that I see this assertion being made repeatedly about WDW as a 'luxury' and it is a half-truth.

I'd argue any vacation, even a road trip to the Grand Canyon is a luxury. We didn't go on vacation much when I was a kid. We couldn't afford it. For the most part, we went on day trips to Cedar Point, or Geauga Lake. Going to WDW was out of the question for us. That's why my first visit wasn't until adulthood in 2010.

 

[Rich T]

The one thing that is complete and utter Bull is this....

Characters will NEVER have the time to interact that long with guests due to the alotted time, and free range they don't have the limits to...

They do at Disneyland. Of course... they'd probably install an ugly safety fence before allowing Mickey and the kid to dance...

 

[brb1006]

"Forever Young" is a very good tagline and the approach they've taken would, I'd have thought, appeal to a wider demographic than what they've tried with the new WDW ad. Then again, maybe people without young kids are no longer a target demographic for the WDW Resort.

Still, the images are far more compelling and they actually have new stuff to promote!

The 25th Anniversary commercials for WDW comes to mind where there commercials appeal to both the demographic. Such as these two

 

[brb1006]

Hopefully not. The 50th should be a big *magical* deal, though with the various expansions and additions going in (and rumored to be going in), it looks like there will be lots of new stuff to enjoy.

As an aside, one of my favorites from the past commercials. Still puts a smile on my face today, and you can't go wrong with Angela Lansbury doing the voiceover.

The 100 Years Of Magic commercials always put a smile on my face.

 

[Rich T]

I liked the original 1971 "Do you know the way to the Magic Kingdom?" commercial. Creepy, surreal and fun! Saw it when it originally aired, and it's haunted me ever since.

 

[21stamps]

So many jaded Disney haters. I agree with what @prfctlyximprct said, it's probably time to take a break if the magic is that far gone for you.

Food for thought-
When your children see these commercials are they excited? Do they ask you to take them to Disney World after seeing the commercials?
I'm an adult. I know what WDW offers for me, and I don't need a commercial to sway me to go or not go, and I had no intention of going in '16 after we got back from our 2015 trip. I was all set to just do DCL and skip the parks.
However, the commercials this past year with the new Star Wars additions- they got my child to ask/beg/ask me to take him this year. That's their purpose. Ask a child their opinion of the commercials next time you see one, I don't think said child would have anything negative to say.
If criticism is all you have towards something, then maybe you need to reevaluate if you really need that something in your life.

I'd argue any vacation, even a road trip to the Grand Canyon is a luxury. We didn't go on vacation much when I was a kid. We couldn't afford it. For the most part, we went on day trips to Cedar Point, or Geauga Lake. Going to WDW was out of the question for us. That's why my first visit wasn't until adulthood in 2010.

Agree. A vacation is a luxury, regardless of if it is a "luxury vacation" or not. It amazes me that people on these kind of websites act like anyone and everyone has always had a budget that could accommodate WDW. . It was never that way.

 

[brb1006]

I liked the original 1971 "Do you know the way to the Magic Kingdom?" commercial. Creepy, surreal and fun! Saw it when it originally aired, and it's haunted me ever since.

I still wonder why the characters acted so odd in this commercial.

 

[Baldy]

That used to happen in the back in the 70's till the mid 90's.

Even as recently as 8 years ago. Stitch played hide and seek/chase with my son around the vendors carts.

 

[brb1006]

Even as recently as 8 years ago. Stitch played hide and seek/chase with my son around the vendors carts.

Where did that happen at?

 

[SorcererMC]

I'd argue any vacation, even a road trip to the Grand Canyon is a luxury. We didn't go on vacation much when I was a kid. We couldn't afford it. For the most part, we went on day trips to Cedar Point, or Geauga Lake. Going to WDW was out of the question for us. That's why my first visit wasn't until adulthood in 2010.

That is using 'luxury' in the colloquial context, and not the economic definition for pricing analysis. Disney does use a 'luxury strategy' when pricing their Deluxe hotels (where increasing the price can increase the demand), but the Value and Moderate hotels are priced comparable to average daily rates that could be found in other major markets (according to STR Global, the national ADR is $125.42 for Aug 2016). So they use a mixed pricing strategy to attract consumers of various income levels (ETA: and various demand elasticity.)

 

[Baldy]

Where did that happen at?

I want to say AK although it might have been HS (MGM then?). It's funny, I can clearly picture the cart and the whole scene, but I'm not sure which park. Stitch tried to play with a little girl who looked to be 2 or 3, but she got scared. My son was about 8 at the time, so he showed the little girl that he could scare stitch back. The girl was not impressed, but stitch ended up spending a good 4-5 minutes playing some kind of cross between tag and peekaboo with my son. It was amazing.
Another time (maybe 2010ish) as we were walking through Epcot, Aladdin and Jasmine came running out of one of the MOrocco buildings. Aladdin jumped up onto the fountain. Jasmine stopped. Aladdin held out his hand and said "Do you trust me?" Just like in the movie. Jasmine said yes, and he helped her up. Then they turned and waved goodbye to us and ran off.

 

[officialtom]

Not their best.

 

[VJ]

Here's my idea for a Disneyland 60th ad from about a year and a half ago that could be used for WDW if Disney wanted to:

A little girl, about 6 or 7, starts singing When You Wish Upon A Star, silently but just loud enough for us to hear. Her mom and dad notice, and her mom starts singing along. Then her dad. Then a nearby CM. Then more people until it turns into a park-wide sing-along with dancing. Tinker Bell flies into frame and waves her wand, showcasing all the offerings that are happening during the celebration as an instrumental continues. The camera slowly zooms back into the little girl, as she finishes singing with "when you wish upon a star, your dreams..come..true.." as quietly as she began. Slow fade out as the music ends with the Disneyland anniversary logo.