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Land of the Rising Mickey
Page 1 of 6

Golden Week Syndrome

Travel with me through time and space... It's 9am in Tokyo, a couple weeks before the grand opening of Tokyo DisneySea Park...

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We're walking through Jujo Ginza, a long time shopping district which, about a decade ago, was covered by a retractable glass roof... I feel it created the best of both worlds - the charm and spirit of a genuine neighborhood marketplace, one filled with family owned small businesses, and protection from the elements.

Jujo Ginza is the vibrant center of my little neighborhood and I wasn't 30 seconds out the door of my apartment that morning when I saw two of these posters in the windows of a local appliance store -

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If customers purchased select appliances they could be entered in a contest to win tickets to Tokyo DisneySea.

I walked for a couple minutes more, rounded a corner...

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...and stopped for a cup of coffee at my favorite coffee shop. Sitting on the counter was a stack of these -

Customers could send in the bottom half of this flyer and be... entered in a contest to win tickets to Tokyo DisneySea.

These DisneySea ticket lotteries are just a couple of examples. Others were also offered and well advertised by - a bread company, an express mail service, a toy maker, a film company, a credit card provider, an English language school (office ladies love the English), a dog food manufacturer...