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Disneyland sponsors New Year on ITV in bid to boost visitor numbers
Marketing Week, December, 2003
Disneyland Resort Paris (DLRP) is battling to entice customers back to the theme park with television sponsorship and a new advertising message, following a disastrous year.
The company will sponsor all ITV1 programming for three days--New Year's Eve, New Year's Day and January 2--in a package estimated to be worth at least 500,000 [pounds sterling]. The deal excludes existing long-term sponsorships.
The sponsorship deal, brokered by Vizeum, introduces the new strapline "Need Magic? It's closer than you think." The idents and break bumpers have been created by the main Walt Disney Parks & Resorts agency Leo Burnett, which has also developed a TV campaign that kicks off on January 3.
Walt Disney Parks & Resorts sponsored two days of ITV New Year...
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