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.

June 14, 2006, 12:00 AM EDT

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.

Walt Disney Parks and Resorts' "Where Dreams Come True" media event Skylight Wednesday, 06.07.06, 6 PM to 8 PM
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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.

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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