| EVENT REPORT 06.14.06 12:00 AM |
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| Disney Launch Has Teacups and Sandcastles |
| To announce its new global marketing pitch, Disney assembled members of the media for an installation and presentation recreating its entertainment and parks experiences. |
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| To announce its latest entertainment and marketing campaign, titled "Where Dreams Come True," Walt Disney Parks and Resorts put together a little piece of Disney in New York—filling the raw spaces at Skylight with installations that showed off.phpects of the brand. |
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PHOTO GALLERY |
 | | Jay Rasulo, the chairman of Walt Disney Parks and Resorts, gave a talk about Disney's new campaign with performers that included Broadway actress Judy Kuhn (the singing voice of Disney's Pocahontas) and, of course, Mickey Mouse. |
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 | | A teacup ride was one of many installations at the launch, where photographer Annie Leibovitz (at right)—a member of the campaign's creative team—took a spin. During the event, chalk artist Lee Jones worked on the large wall mural behind the teacup. |
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 | | A designer from Team Sandtastic worked on a large Disney sand castle display in one corner of the event. |
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 | | A cool feature was the large living portrait that the Eytchison Group created. A large frame showcased three motionless actors caught in an enjoyable Disney moment. |
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 | | Artist Trevor Carlton whipped up a painting of Mickey Mouse during the event. |
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 | | Carlton greeted the crowd with his finished Mickey Mouse portrait. |
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 | | Great Performances served a variety of desserts after the presentation, including brownies in the shape of Mickey Mouse's head. |
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 | | Illuminated tables from Lounge 22 were appliquéd with large Disney "D" monograms. |
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The event was the work of many Disney folks. Special events director Barb Centrella and event manager Debby LeBlanc from Walt Disney World coordinated logistics for the media event, and David Duffy, show director for Walt Disney, served as the overall artistic director. Steve Secor and Rob Hamberg, both producers with Walt Disney Entertainment, assisted in creative production for the entertainment and marketing collaboration.
The load-in for the Wednesday evening event began on Monday. (In fact, to secure the building and not allow anyone a glimpse at the new campaign, security firm Meyerson Associates kept an eye on the perimeter of Skylight in the days before the launch.) Within the space, the Disney team set up seven distinct artistic creations—a teacup ride like the ones in the parks, a large Disney sand castle installation, artist Trevor Carlton's painting station (where he created a portrait of Mickey Mouse during the event), and a staged area with motionless actors recreating a moment of enjoyment at a Disney park.
There was also a collage wall of real letters from parents and children to the company, as well as various Disney characters. Videos showed an amalgam of visitors' home movie clips, and there was also a large mobile in the center of the main space that showed off Disney moments, like children enjoying rides and dancing with Cinderella.
A curtain opened about an hour into the event to reveal a large theater area complete with a stage, and Jay Rasulo, chairman of Walt Disney Parks and Resorts, gave a talk (which was simulcast to journalists in Los Angeles) about the Disney brand identity and the "Where Dreams Come True" message. Rasulo introduced Annie Leibovitz as a new member of the campaign's creative team, and the photographer talked about her childhood memories of Disneyland.
—Mark Mavrigian
Posted 06.14.06
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