For the first time ever, the entire esplanade and resort hub have been decorated with posters, banners and billboards advertising new attractions at one of the two Disney Parks – specifically, the two new attractions of Toon StudioCars Race Rally and Crush’s Coaster. The trail of dual advertisements leads all the way from the parking lot to the entrance of Walt Disney Studios Park, counting down the distance in metres to the location of these two new Pixar-based rides, from 870m at the Disneyland Hotel access bridge to just over 300m at the security checks.

Billboards being installed early on 9th June 2007.

The visuals used are similar to the original “Key Visual” for each attraction, though now each has been edited to photoshop several real elements of each attraction into the picture. Crush’s Coaster therefore features real guests aboard one of the real turtle shell vehicles, and Cars Quatre Roues Rallye features the real 3D models of Lightning, Mater, Luigi and Guido with guests riding in one of the rea, spinning vehicles. It’s also interesting to note that the Crush’s Coaster poster is now darker than the original, and its countdown arrow is cleverly formed with a school of yellow fish.

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Billboards under the Disneyland Hotel access bridge.

The advertisements fill the start and end of each canopy over the moving walkways, along with the signs here previously pointing the way to each park and Disney Village. The large billboards under the Disneyland Hotel bridge feature large posters, lamposts around the hub hold banners and poster displays at Disney Village and even the RER station continue the push.

Upon reaching the resort hub and seeing the banners continue toward the security booths, even across the Vinci Parking fences and spaces usually reserved for Disney Village advertisements, the real idea behind this bold new campaign becomes clear. For over six months Disneyland Resort Paris has been using its key visuals showing Sleeping Beauty Castle and proclaiming the new attractions are located simply at “Disneyland Paris”. Now, as guests approach the two parks, these advertisements announce once and for all that the attractions are located at Walt Disney Studios Park, hopefully avoiding anyone enterting Disneyland Park and then asking where to find Crush…

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Banners on the resort hub appear to replace Lumière in several spots.

It’s a strong campaign, and a real morale boost for Walt Disney Studios. For the first time, could we be seeing a higher number of guests heading into the Studios rather than Disneyland Park on a morning? Is a balance is finally being approached? The second park really becoming a viable alternative to the original? It’s hard to think that guests heading past almost 50 advertisements for attractions based on such massive hit films as Cars and Finding Nemo won’t be tempted to change their plans and head to the second gate instead…

Photos by Kyoto on DMI and WDS Fans, 9-10/06/2007.

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