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

[note2001]

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.

You hit the nail on the head. While I like this new slogan far better than ones in more recent years it still falls flat and is rather deceptive. The idea in using the word "endless" seems to imply that no matter how sparse the pickings at certain locations/times of year, there is just as much enjoyment to be had as ever, and will remain a constant.

There's a list of reasons many, many Disney fans are taking a break from the parks for a few years. Park prices are on the list but do not top it. Elimination of some favorite shows/parades do. Disney killed off AK's parade, the Osborne lights, the lights at EPCOT, and moved off MSEP. Replacements seem to be non-existent (sorry but Jingle Bam is not a 3D lighted area to walk through, and by offering this one assumes the SW show is put on hiatus). My family has been asking when we can go back to Orlando, but not for Disney... for UNIVERSAL. Coming from a die-hard disney family, that speaks volumes.

 

[brb1006]

You hit the nail on the head. While I like this new slogan far better than ones in more recent years it still falls flat and is rather deceptive. The idea in using the word "endless" seems to imply that no matter how sparse the pickings at certain locations/times of year, there is just as much enjoyment to be had as ever, and will remain a constant.

There's a list of reasons many, many Disney fans are taking a break from the parks for a few years. Park prices are on the list but do not top it. Elimination of some favorite shows/parades do. Disney killed off AK's parade, the Osborne lights, the lights at EPCOT, and moved off MSEP. Replacements seem to be non-existent (sorry but Jingle Bam is not a 3D lighted area to walk through, and by offering this one assumes the SW show is put on hiatus). My family has been asking when we can go back to Orlando, but not for Disney... for UNIVERSAL. Coming from a die-hard disney family, that speaks volumes.

Maybe Sea World to a lesser extent.

 

[Speedy71]

They've already done this with Halloween and Christmas decorations/ events. Want to see a Halloween or Christmas parade? Better pony up! Want to just see the MK decorated? Well, you better plan accordingly because most nights you'll need to pay extra.

It didn't used to be the goal to sell the park multiple times a day.

They don't have to technically pay to see the Halloween/Christmas parade they can see the night time parade.....Oh wait.

 

[Bocabear]

I am firmly in the "WDW is not expensive enough" camp. Prices need to increase to the point to keep the riff-raff out. $1500 APs and a ticket pricing structure more in line with Tokyo(no more add the 6-10th night for $4 nonsense). Make the MK premium vs the other 3 parks for tickets more drastic, like $50. Upcharge events should have more thought given to them than a dessert party to mirror every night show or preferred parade seating for a prix fixe meal at Tony's. Add back entertainment(real entertainment, not the 5th meet n' greet factory in the MK) and give back some elbow room and Id be content.

you know, on the surface that sounds really drastic...but I agree...the free dining plans, the reduced price extra days et-al have caused a complete breakdown in the quality of dining choices and have overcrowded the parks... Not sure if a drastic price increase is the way to fix it though...

 

[21stamps]

You hit the nail on the head. While I like this new slogan far better than ones in more recent years it still falls flat and is rather deceptive. The idea in using the word "endless" seems to imply that no matter how sparse the pickings at certain locations/times of year, there is just as much enjoyment to be had as ever, and will remain a constant.

There's a list of reasons many, many Disney fans are taking a break from the parks for a few years. Park prices are on the list but do not top it. Elimination of some favorite shows/parades do. Disney killed off AK's parade, the Osborne lights, the lights at EPCOT, and moved off MSEP. Replacements seem to be non-existent (sorry but Jingle Bam is not a 3D lighted area to walk through, and by offering this one assumes the SW show is put on hiatus). My family has been asking when we can go back to Orlando, but not for Disney... for UNIVERSAL. Coming from a die-hard disney family, that speaks volumes.

On the flip side, there is still no possible way to see everything in Disney World during a 5-10 night stay. So the possibilities are there, most people definitely won't be bored, and if they are- it's self inflicted boredom.

I would love to do universal during our trip. I actually booked it and cancelled..there's too much to do at WDW during the holidays and I don't feel like this is the best time for a split stay. Plan B was 1 day Universal.

Here's why I decided against it-
A 1 Day park to park ticket is $150.
Add the express pass in, and the Grinch breakfast..now we're close to $300 pp. then add the hp wand- now it's well over a $600 day for 2 people. On a crowded day when I know we will feel rushed and won't get to see everything that we would like to see.

As much as I want to go, I just can't justify that.
Sure, I could have switched my 11/25 resort reservations and saved $600-$700 dollars on that 1 night by choosing a different resort. That savings would have covered the Uni day later.

I chose not to do that. Has nothing to do with Universal not being an attractive option, just that moving resorts after 1 night is less attractive, more so bc that is a "resort day" for us.

All of my friends and fam have taken an Uber and done the 1 day park to park this past year during their Disney trips. They could justify the price. Doesn't mean they're right and I'm wrong or vice versa. Also doesn't take away the value from either WDW or Uni. All it means is that we made different choices based on our own perceived value and convenience.

 

[Cmdr_Crimson]

I would love to do universal during our trip. I actually booked it and cancelled..there's too much to do at WDW during the holidays and I don't feel like this is the best time for a split stay. Plan B was 1 day Universal..

I had a same situation before. In 2014 I went to the resort on Nov 10th for a 14 day trip and was way overwhelmed on the crowds since it was the last day of F&W and the Holiday layovers were beginning (It was awful hearing the Innoventions loop music fade out during mid-play to transition to Christmas Music)..But, during my trip I took 2 days to Universal and it was a great side trip...So this year I did another 2 week long trip in January at the resort and had a great time since it wasn't too busy but, bypassed going to any other park. Now In a few weeks I'm heading back down to Orlando to go for a week for Universal & Sea World just to get my fix of other things this town has to offer..

 

[MinnieWaffles]

I'm sick and tired of the whining. Some of you are obsessed!!!!

 

[LuvtheGoof]

I'm sick and tired of the whining. Some of you are obsessed!!!!

And yet they'll say it's because they love Disney, and want it to go back to some sort of utopian place that they think it used to be. I think they just like to complain, since they complain about practically everything Disney.

 

[21stamps]

I had a same situation before. In 2014 I went to the resort on Nov 10th for a 14 day trip and was way overwhelmed on the crowds since it was the last day of F&W and the Holiday layovers were beginning (It was awful hearing the Innoventions loop music fade out during mid-play to transition to Christmas Music)..But, during my trip I took 2 days to Universal and it was a great side trip...So this year I did another 2 week long trip in January at the resort and had a great time since it wasn't too busy but, bypassed going to any other park. Now In a few weeks I'm heading back down to Orlando to go for a week for Universal & Sea World just to get my fix of other things this town has to offer..

There really is a lot to do in Orlando!
I think for those of us who have been going to Disney since before magical express came into play, we didn't "just" do Disney while in Orlando.

When I was a kid we did 2-4 days WDW, 1 day universal, 1 day sea world, 1 day old town, mini golf, and medieval times for dinner during one of those evenings. It was great!

My kid loves medieval times (so do I) and we both love Old Town and Fun Spot.
He gets a little confused bc he keeps asking me if we will go on certain rides and the slingshot at Disney this trip (none of which are actually at Disney lol).

This upcoming vacation will be the first time in my life that I have ever done "only" a WDW stay. I don't want to deal with renting a car this trip, and I just don't see time to fit any of the above listed into our time there. It will also be the first time in my life that I will be in Florida and not see the ocean. I'm not fully ok with that part yet...

If you get a chance definitely go to the Titanic museum and to the Orlando Eye.. There is a world outside of Disney . Most importantly you can still love Disney, still see no need to incessantly complain about them, AND enjoy what else Orlando has to offer.

 

[Cmdr_Crimson]

If you get a chance definitely go to the Titanic museum and to the Orlando Eye.. There is a world outside of Disney . Most importantly you can still love Disney, still see no need to incessantly complain about them, AND enjoy what else Orlando has to offer.

Very true..But, Since I'm also an AP I regret not going since I'm out there doing the other parks. I can only ease my pain of not going is just heading over to the 2 Disney airport stores since I'm not renting a car...

 

[NearTheEars]

^This is at the heart of the whole issue. From a business standpoint, they're looking at income potential from upcharges and the upper class customer supports that model. The reason for all the "Disney haters" is that we remember the old model, which was "Your Pass is Your Key to the Magic" (a slogan they used) - once you were in the door, you didn't really have to worry about anything. Disney took care of everything and treated all guests like VIPs.It didn't matter if you had an AP or single day pass, if you were staying on 192 or the Grand Floridian, whether you had dinner reservations at Victoria & Albert's or were just planning to grab a dog at Casey's.

If the new thinking wins out, we'll be asked to pay for things that used to be included as part of your pass - which makes me very sad. I refuse these things on principle, it's honestly not even a financial decision.

That whole Blackish episode definitely shows how much VIPs matter now.

 

[21stamps]

Very true..But, Since I'm also an AP I regret not going since I'm out there doing the other parks. I can only ease my pain of not going is just heading over to the 2 Disney airport stores since I'm not renting a car...

I just purchased an AP 2 weeks ago. That also played a major factor in if I wanted to spend the 1 day Universal ticket price.lol

You'll have fun! SeaWorld is great. I haven't been to Universal since the year before HP opened. I am looking forward to a 3-4 night stay there..just probably won't be until 2018. If only I could just win the lottery and not have to work.,.... I have never purchased a lotto ticket though, so my chances are probably slim of that happening...

 

[wdwfan22]

While I don't hate the new slogan, I wish they could use original Disney music in their commercials. They have a whole catalog of music and yet they use oh oh it's magic. It does nothing to make the sell.

 

[Cmdr_Crimson]

While I don't hate the new slogan, I wish they could use original Disney music in their commercials. They have a whole catalog of music and yet they use oh oh it's magic. It does nothing to make the sell.

Technically the last original song that was made was the "Celebrate You" song...While there was several version to this song, the one that stood out sounding the best was the one they used during the closing of Illuminations...And yet there is no clean version of it out there I've seen...

 

[brb1006]

While I don't hate the new slogan, I wish they could use original Disney music in their commercials. They have a whole catalog of music and yet they use oh oh it's magic. It does nothing to make the sell.

I loved when Disney used original songs for certain park commercials.

 

[flynnibus]

When did you go that "everything was paid for"? I've been going for almost 40 years, and never remember any all-inclusive packages - unless you buy the dining plan - and you can still do that today

There point was not that it was paid for... its that it wasn't CHARGED FOR. *facepalm*

And there were all-inclusive packages through the Magic Kingdom Club. Everything but alchohol included was the way we roll'd through the 80s.

Its amazing how far people will go to defend the status quo... ignoring the amount of uncharges and paid opportunities now?

 

[SorcererMC]

Since the main objective of marketing is to communicate the nature or quality of the product to the consumer, I'm confused as to why one's response to a commercial is being criticized in this thread.
Quality, price, guest satisfaction = all related.

Any of the following criteria are fair game in evaluating quality in the context of a tourist product (WDW): the destination itself (including any declines/ improvements), hotel service, tour experience (rides/attractions), price memory/prior history, and maximum price considered acceptable.

Perceived quality of the product (a WDW vacation) for the price offered affects the decision to buy and satisfaction with the product.
The effect of an increase in price on consumer satisfaction is two-fold (and non-linear):
1. the customer will presume an increase in the level of quality; ie, it costs more so it is a superior product --- a positive relationship
2. the customer will perceive the sacrifice required to obtain the product (eg how much time and money is this going to cost to obtain the product? and the opportunity cost of not putting time/$ elsewhere) --- a negative relationship

Apparently TWDC wants you to disregard all of the above rational measures and substitute 'magic' instead.
And that is why this commercial is being perceived as 'empty' and falling short IMO.

 

[GVentola]

I like it better than all that "memories" stuff. That just always sounded, I dunno, too sappy or something.

 

[21stamps]

There point was not that it was paid for... its that it wasn't CHARGED FOR. *facepalm*

And there were all-inclusive packages through the Magic Kingdom Club. Everything but alchohol included was the way we roll'd through the 80s.

Its amazing how far people will go to defend the status quo... ignoring the amount of uncharges and paid opportunities now? ***

The all inclusive thing is pretty cool. I actually sent a text to my mom after reading your post lol. We went annually and she had no idea that even existed. Was it heavily advertised?

Since the main objective of marketing is to communicate the nature or quality of the product to the consumer, I'm confused as to why one's response to a commercial is being criticized in this thread.
Quality, price, guest satisfaction = all related.

Any of the following criteria are fair game in evaluating quality in the context of a tourist product (WDW): the destination itself (including any declines/ improvements), hotel service, tour experience (rides/attractions), price memory/prior history, and maximum price considered acceptable.

Perceived quality of the product (a WDW vacation) for the price offered affects the decision to buy and satisfaction with the product.
The effect of an increase in price on consumer satisfaction is two-fold (and non-linear):
1. the customer will presume an increase in the level of quality; ie, it costs more so it is a superior product --- a positive relationship
2. the customer will perceive the sacrifice required to obtain the product (eg how much time and money is this going to cost to obtain the product? and the opportunity cost of not putting time/$ elsewhere) --- a negative relationship

Apparently TWDC wants you to disregard all of the above rational measures and substitute 'magic' instead.
And that is why this commercial is being perceived as 'empty' and falling short IMO.

I think a lot of customers still see a WDW vacation as a justifiable expense. Clearly many here do not.

I don't think annual price increases make (most) customers think they are getting a far superior product- with anything, not just WDW.
People like to ignore the additions and new experiences to the parks, and focus only on what is gone. If you no longer perceive the value in something- just stop going. How difficult can that be? There's a whole world to explore.

 

[SorcererMC]

I think a lot of customers still see a WDW vacation as a justifiable expense. Clearly many here do not.

I don't think annual price increases make (most) customers think they are getting a far superior product- with anything, not just WDW.

I agree that a WDW vacation is a justifiable expense; I'm pointing out that YMMV, and positive or negative, many of the responses here are rational. A good commercial/marketing campaign allows one to override that rational response by invoking an emotional response.

Price influences how a consumer perceives a product. Higher price equates to higher quality for most consumers eg status symbol/prestige past a certain price point. Re: annual price increases, consumers expect 'more' from spending the extra $ vs. previous visits, not 'less'. (There is obviously some debate over what constitutes 'more'). ETA: And also keep in mind the 'substitute goods' issue - a consumer will go elsewhere if they don't think they are getting quality/value for price.