So when you've got nothing new to promote for a whole year, what do you hype? Bring on the gimmicks!
As gimmicks go, Disney's plan for 2013 looks like a fun one. Disney will introduce "theme weeks" at its parks on both coasts, including "True Love Week" for Valentine's Day, "Pirate Week," "Independence Week" for the Fourth of July, and "Long Lost Friends Week," featuring lesser-known Disney characters not often seen in the parks. Disney also will bring the Golden Horseshoe Revue back to Disneyland for a one-month run. (Yes!) There'll be a late-night Friday the 13th party in September, featuring the Disney villains, too.
The idea is to present a slew of short-run, limited-time special entertainment promotions in the parks. Which is great, as it provides something special and unique throughout the year, giving locals reasons to visit more often and creating some "off peak" attractions for out-of-market visitors, too.
The only thing I don't like about the promotion? The name: "Limited Time Magic".
Ugh. What is this, a mattress sale? ("Come on down, these prices are only for a limited time!") Who wants to think about limitations when on vacation? Shouldn't Disney be promoting the limitless magic of its theme parks, instead of diminishing its most precious marketing hook ("magic")? I get that Disney wants people to feel an immediate urge to book a visit, but surely it doesn't want to plant the idea that Disney's running out of magic soon?
(If I'm Universal Orlando, I'm responding to this campaign with a promotion for the front-of-line passes at the Universal hotels. Show a big picture of Harry Potter with the catchphrase "More Time for Magic!" But I'm way too competitive sometimes.)
Maybe people will ignore the lamentable "Limited Time Magic" phrase and just focus on the individual offerings. But, coupled what I wrote earlier today about Fastpass+ and NextGen queues, I'm beginning to wonder if Disney's not losing a bit of its edge when crafting marketing messages. What do you think?
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I agree that the name is awful, but I'm also not thrilled about the actual content either. At some point, they're going to get their act together and realize these promotions offer only short-term gains, not what most fans really want. This comes from a huge fan of the Disney parks too.
Maybe these are test drives to figure out what people want and bring them back on a more regular basis. I am sure the new Fantasyland wasn't easy to do and they probably want to take a break...but I agree, keep with the updating and innovations, and lower prices...hehehe.
I just think if Disney did a lot of little things to spruce up the parks and made it more fun to explore that would go a long way, and then they could save the money to make some new E ticket rides!
Limited Time Magic = something a marketing director came up with and no one was brave enough to stand up to it. hehehehe
How about the rest of Fantasyland? I was just there a couple of days ago and they look like they will be building into 2013.
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