Disneyland Paris hawks adult appeal

Crumley, Bruce
October 1994
Advertising Age;10/24/1994, Vol. 65 Issue 45, p2
Trade Publication
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.


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