HookedOnDiz
Mouseketeer
- Joined
- Feb 16, 2002
- Messages
- 418
Posting this because I know some people were asking what day they do the "I'm going to Disney World" promotion.
From USA Today:
'I'm going to Disney World' takes vacation
By Michael McCarthy, USA TODAY
Who will announce "I'm going to Disney World!" at the conclusion of Fox's broadcast of Super Bowl XXXIX?
Nobody.
After 19 years, the Magic Kingdom this year is canceling its Super Bowl promotional series in which a star of the game proclaims he's headed next for the Florida theme park.
The loss of the promotion by family-friendly Disney (DIS) comes as the NFL is trying to clean up the Super Bowl's image and restore it to a "G" rating after Janet Jackson's breast-baring fiasco last year. The league, which had no comment, is wielding an iron fist over the costumes, songs and dances during the game.
A Disney official said Wednesday that the decision to bench the venerable "What's Next?" ads is limited to the 2005 Super Bowl, on Feb. 6. He left open the possibility of a comeback in 2006 when, as it happens, Disney's ABC network will televise the big game.
Craig Dezern, a spokesman for Walt Disney World in Orlando, said the move has "no connection at all" with the indecency uproar. He said the timing just didn't jibe with two new theme park marketing efforts now underway: the "Happiest Celebration on Earth" promoting the 50th anniversary of Disneyland, which begins on May 5, and a "Magic Your Way" plan offering more flexible prices and vacation plans for consumers.
"I wouldn't read anything into the future of the program. This is about where we need to put our focus right now," Dezern said.
Allen Adamson, managing director of image consultants Landor, suspects image-conscious Disney might be taking a pass this year to "avoid the risk of doing something live they can't control." But Ross Sutherland, executive creative director of Young & Rubicam, said the ads have become so routine that consumers are tuning them out. "I don't think anyone will miss it. I won't," Sutherland said.
The campaign kicked off in 1987 with Super Bowl MVP Phil Simms of the New York Giants. The phrase "I'm going to Disney World!" quickly "crossed over" to became part of pop culture. Disney expanded the campaign well beyond the Super Bowl, with 35 ads.
The Boston Red Sox trio of Pedro Martinez, David Ortiz and Curt Schilling appeared in the most recent spot after their World Series victory last fall.
The who's who of other top athletes who have touted Disney theme parks during their moment of triumph includes John Elway, Joe Montana and Doug Williams from the NFL; Michael Jordan and Magic Johnson from the NBA; Barry Bonds and Mark McGwire from Major League Baseball; Patrick Roy from the NHL; and ice skater Nancy Kerrigan during the Olympics. The list also includes Santa Claus and Miss America Gretchen Carlson.
From USA Today:
'I'm going to Disney World' takes vacation
By Michael McCarthy, USA TODAY
Who will announce "I'm going to Disney World!" at the conclusion of Fox's broadcast of Super Bowl XXXIX?
Nobody.
After 19 years, the Magic Kingdom this year is canceling its Super Bowl promotional series in which a star of the game proclaims he's headed next for the Florida theme park.
The loss of the promotion by family-friendly Disney (DIS) comes as the NFL is trying to clean up the Super Bowl's image and restore it to a "G" rating after Janet Jackson's breast-baring fiasco last year. The league, which had no comment, is wielding an iron fist over the costumes, songs and dances during the game.
A Disney official said Wednesday that the decision to bench the venerable "What's Next?" ads is limited to the 2005 Super Bowl, on Feb. 6. He left open the possibility of a comeback in 2006 when, as it happens, Disney's ABC network will televise the big game.
Craig Dezern, a spokesman for Walt Disney World in Orlando, said the move has "no connection at all" with the indecency uproar. He said the timing just didn't jibe with two new theme park marketing efforts now underway: the "Happiest Celebration on Earth" promoting the 50th anniversary of Disneyland, which begins on May 5, and a "Magic Your Way" plan offering more flexible prices and vacation plans for consumers.
"I wouldn't read anything into the future of the program. This is about where we need to put our focus right now," Dezern said.
Allen Adamson, managing director of image consultants Landor, suspects image-conscious Disney might be taking a pass this year to "avoid the risk of doing something live they can't control." But Ross Sutherland, executive creative director of Young & Rubicam, said the ads have become so routine that consumers are tuning them out. "I don't think anyone will miss it. I won't," Sutherland said.
The campaign kicked off in 1987 with Super Bowl MVP Phil Simms of the New York Giants. The phrase "I'm going to Disney World!" quickly "crossed over" to became part of pop culture. Disney expanded the campaign well beyond the Super Bowl, with 35 ads.
The Boston Red Sox trio of Pedro Martinez, David Ortiz and Curt Schilling appeared in the most recent spot after their World Series victory last fall.
The who's who of other top athletes who have touted Disney theme parks during their moment of triumph includes John Elway, Joe Montana and Doug Williams from the NFL; Michael Jordan and Magic Johnson from the NBA; Barry Bonds and Mark McGwire from Major League Baseball; Patrick Roy from the NHL; and ice skater Nancy Kerrigan during the Olympics. The list also includes Santa Claus and Miss America Gretchen Carlson.
