In 2005, Disney theme parks
around the world hosted a very successful celebration of Disneyland's
50th anniversary. The promotion resonated with guests due
to its authenticity and historical nature.
a follow-up promotion, Jay Rasulo, chairman of Walt Disney
Parks and Resorts, pushed through the "Year of a Million Dreams".
This marketing event focuses on awarding randomly chosen guests
with "dreams" that vary from free food giveaways to spending
a night inside Cinderella's Castle at Walt Disney World.
Coinciding with the launch of the "Year of a Million Dreams",
California's Disneyland and Florida's Walt Disney World began
being marketed together under the brand "Disney Parks".
"Year of a Million Dreams" started on October 1, 2006, and
was scheduled to run 15 months, ending December 31, 2007.
However, the powers-that-be extended it another year,
till the end of 2008.
As a Disney theme parks enthusiast, the idea behind this
promotion is disappointing. Guest reaction seems to agree,
as there is very little buzz or enthusiasm about the "Year
of a Million Dreams".
of investing in new infrastructure such as rides and attractions,
a gimmicky give-a-way is passed off as something "magical."
In addition, the forced co-branding of two unique Disney locations
under the generic-sounding "Disney Parks" moniker hints of
clueless marketing folks who don't understand the unique characteristics
of completely different theme park resorts.
As such, a friend from Egg
Creative summarized my thoughts with this "Year of a Million
Disappointments" parody T-shirt concept. It's all in good
fun, obviously. However, if you feel that the "Year of a Million Dreams" leaves something to be desired, feel free
to order a shirt or two. Thanks for your interest!