News
2010-04-02
Disneyland 'Laboratory of Ideas' by BETC 4D Euro RSCG
On the show “Buzz Media Orange - Le Figaro,” Francois Bannon, Vice President of European Communications, discussed the launch of “The New Disney Generation.” This new generation is a collection of Disney Pictures and Disney-Pixar characters that were introduced based on the French public's demand. Disney plans to integrate these characters through shows, parades, and meets and greets. Something special about this new campaign is that it was a concept developed by Disneyland Paris for Disneyland Paris. The support from Headquarters in America only consisted of supplying images for the communications effort.
This new campaign was brought to its full potential through BETC Euro RSCG pushing the “New Generation” in news, print, TV, internet, and radio. “When aiming for cultural integration, BETC is one of the best agencies to do the job. They have developed an entire universe that touches on one’s dreams and gives the audience a ‘pre-experience’ of what it is like to go to Disneyland Paris without having ever entered the actual park. With this campaign, we are bringing magic to the media,” says Francois Bannon.
The Website devoted to the “New Generation” already has 600,000 unique visitors and 250,000 fans have signed up on Facebook.
Full Article: Le Figaro Economie