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Guests share memories for Disney Parks campaign; may appear in TV ads and more

25 September 2010 by Debra Peterson - Disney Travel Examiner

On Sept. 23, Disney Parks announced its 2011 promotion “Let the Memories” begin. As its title suggests, the promotion focuses on making memories at Disney vacation destinations, notably the Walt Disney World Resort and Disneyland Resort.

Rather than promote how Disney makes memories for guests, however, the new campaign asks guests to share they memories they already hold. This subtle shift in marketing focuses acknowledges the centrality of guests in choosing memories that best represent the Disney experience.

The campaign also recognizes the role of social media in sharing memories, as Disney’s “Let the Memories” allows guests to share their favorite memories online in a variety of ways. To this end, Disney Park has launched its “Let the Memories Begin” site where guests may share their favorite stories, photos and videos with other Disney fans, creating an interactive and collective tribute to the importance of Disney vacations.

Disney Parks offers these directions for sharing content.

1.Choose to share your memory on;;;; or
2.Describe your memory. Memories can upload as photos, videos or text-only.
3.Then all it takes is hitting the “submit” box and, once reviewed, a lifetime Disney memory is stored and shared.
People who participate in “Let the Memories Begin” might find their “guest-generated content” is featured in a Disney television spot, in print ads, vacation-planning materials, in through online communications.

“Let the Memories Begin” features a streamlined design and simple interface for uploading, viewing, and searching submitted content. Guests are invited to share their memories of the Disney theme parks, Disney Cruise Line and Other Disney Vacations. In addition to location, guests can categorize and search content by theme or emotion. (Happy is represented, but Grumpy and the rest of Dwarfs are missing).

The Disney Memories website includes “share” and “like” buttons that will be familiar to users of social media sites. The site will also offer Spanish and French versions in the near future.

So, all Disney fans…”Let the Memories Begin”…with you!



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