TITLE

Disneyland Paris hawks adult appeal

AUTHOR(S)
Crumley, Bruce
PUB. DATE
October 1994
SOURCE
Advertising Age;10/24/1994, Vol. 65 Issue 45, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the launch of a pan-European advertising campaign by Disneyland Paris in France in October 1994. Unlike previous campaigns, which targeted a young audience, the new spots tell adults they can enhance their relationship with their children and their grandchildren by enjoying Disneyland with them. The campaign also uses the Disneyland name for the first time in TV spots. While the TV spots tug at the heartstrings, supporting print and direct mail will describe park attractions and how travelers can take advantage of a new package of seasonal prices. The print campaign will be locally adapted.
ACCESSION #
9411080340

 

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