NEW YORK (Sept. 23, 2010) – In 2011, Disney guests will become the stars of a nightly spectacular when photos taken in the park during the day become larger-than-life projections on Cinderella Castle at Walt Disney World Resort or “it’s a small world” at Disneyland Resort. This groundbreaking new experience will celebrate the family vacation memories created in Disney theme parks every day.
And this week, Disney guests will begin starring on television, too, as part of the new “Let the Memories Begin” campaign. For the first time, Disney Parks is featuring the home videos and snapshots of real guests in television ads and other marketing that will allow an audience of millions to share in true-life, heartfelt moments.
“A Disney vacation is the perfect way to create family memories that will last a lifetime,” said Tom Staggs, chairman of Walt Disney Parks and Resorts, at a media announcement Thursday in New York. “We’ll spotlight those ‘only-at-Disney’ moments with family and friends during our ‘Let the Memories Begin’ campaign.”
A just-released survey of U.S. and Canadian families conducted for Disney Parks by Ypartnership, a noted research firm that tracks consumer insights and trends in travel, showed that vacation memories hold a special place in family history.
Nine out of 10 parents said they planned their vacations with the express hope that they would result in a lasting family memory, the survey showed. And those memories stuck with them – nearly three-quarters said they think back “often” or “very often” on their favorite vacation experiences.
‘Memories in the Making’ to be Shared on Disney Park Icons
Beginning in January 2011, some Disney parks guests will find that the memory they just made has become a larger-than-life image during a “Let the Memories Begin” nighttime experience.
At Walt Disney World Resort, the guest photos will be projected on the soaring spires of Cinderella Castle in Magic Kingdom. At Disneyland Resort, the iconic façade of “it’s a small world” will be the canvas for the show.
In both locations, Disney PhotoPass photographers will capture guests caught up in the Disney experience – a memory in the making – and as many as 500 photos will be used in each location every day, producers estimate.
The nighttime show will use the latest in high-intensity projection technology to create vivid visuals that seem to defy the architecture of the building. A new song commissioned for the show will provide an emotional context for these images of the Disney guest experience.
For TV Ads and More, Disney Parks Issues a ‘Call for Memories’
Beyond seeing their own projected photos in lights, guests also could become the stars of Disney Parks television commercials, online campaigns and social media opportunities that will showcase to the world the power of memories.