Disneyland's State of the Resort
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Ouimet next discussed the “Happiest Faces on Earth�? promotion. A film showing just a small selection of the many photos sent in by guests was shown. It then detailed how the photos were to be combined into large murals depicting Disney characters and attractions. The murals would be placed in Disneyland Park during the 50th birthday. “It will be fun to see people come in and try to find where they are,�? said Ouimet.
Thousands of vintage images, like this one from a
1972 visit, will be used in the “Happiest Faces on Earth�? promotion.
He then mentioned Walt Disney’s Parade of Dreams. But he stopped short of giving details, saying, “My boss wants to tell you about that himself.�?
The global outreach, which Ouimet had hinted at earlier, was next vividly illustrated in a film presentation. The preparations in Walt Disney World, Tokyo Disneyland, Disneyland Paris, and even Hong Kong Disneyland were shown, as well as the Disney Cruise Line. Ouimet, the former President of the Disney Cruise Line said he was pleased to see that the Disney Magic would be sailing from the Port of Los Angeles. He added that without the success of Disneyland, there would be no Disney World, Tokyo or Paris resorts, or Cruise Line.
Ouimet then spoke of the global media launch event, scheduled for May of 2005. Coverage from all the Disney Parks would emphasize the theme, “Come Home.�? Ouimet invited all who had ever visited a Disney theme park, and all who had ever dreamed of visiting a park, to make this the year to come home. He described the way that media and publicity partners would join together to spread the message around the world.
The synergy of the worldwide promotional effort was
illustrated with on screen graphics.
He asked if everyone had seen the launch of that effort on New Year’s Day, with the Tournament of Roses Parade. Mickey Mouse was the Grand Marshall, Sleeping Beauty Castle was represented in the lead float, and a new television advertisement was introduced. The film showed Disney characters racing from around the world, eager to get to Disneyland. (In fact, one little blue alien was so eager, he managed to run afoul of the traffic police!)
Following the enthusiastic applause for the spot, Ouimet pointed out that this was the first ever global ad for Disneyland, scheduled to air around the world in the coming months. “All the characters are coming home to Disneyland to be a part of the happiest celebration on earth.�?