If you’re in the UK, the new brochure is available right now. If not, you’ve probably got a little bit longer to wait, so here’s you’re first look at the Autumn/Winter 2007/2008 15th Anniversary Brochure. Before we look inside, why not look back at the first anniversary brochure, so you can spot the change?
And what a change this is. Once again, a new brochure brings another brand new design both inside and out for the official brochure, which has now ditched the minimal, stylish cover used for the past 3 seasons in favour of a much lounder and more attention-grabbing design…
The recognisable red carpet of classic characters from the advertising campaigns throughout the year has been reworked with a new Autumnal backdrop. There’s no mistake this is a Disneyland brochure — something that was maybe a bit harder to realise with the first 15th brochure and its golden “15” centrepiece.
The general page layout remains similar to the past two brochures – a fold-out first page, price guides within the book and two double-page spreads for each park. However, the actual design has been totally renewed throughout, and is generally more professional, simple and modern yet again, going back to the clean and clear 2006 versions rather than the flashier (and slightly messier, in retrospect) Spring/Summer 2007 edition. The message throughout is that time is running out, the celebration will only last until March 2008.
How better to make that message clear than with the White Rabbit?
Fold the page out, and you’ll find the four birthday gifts they’re proudest of – Kids Under 7 Stay & Play Free, A New Parade, More Characters and — here’s the big one — Four New Attractions. How many of us could have ever imagined to see an advertisement like that in an official Disneyland Resort Paris brochure?
This is also the very first introduction of The Twilight Zone Tower of Terror. They’re making no attempt to hide the size and impact of the attraction, the dazzling key visual we revealed one month ago is clearly the biggest on the page. After all, this really is “it” now — the culmination of their huge investment programme, the biggest single new attraction since Space Mountain. They really can’t mess this one up. The logo used is the one we’re all familiar with, but Disneyland Resort Paris have altered it slightly from California with a darker yellow colour and some Photoshop bevel & emboss.
Into the brochure itself, the Contents page is now as simple and clear as can be. Only six sections are listed, on a red page bordered with gold — a theme then carried through all the introduction pages in the brochure. Opposite, a fantastic photo of the main anniversary characters around a giant “15” symbol. You might have already seen this on those “interactive” billboards in Paris, now also a great way to open the brochure.
The next double page (for the resort’s various “Experiences”) introduces the standard page design of the brochure, quite different to the first 15th Anniversary edition. Lots of “whitespace” and simple, small text bordered by colourful photos. They’re even branching into new territory here with a greater focus on adults and seniors in the photos and a large paragraph titled “Just for grown-ups”, something many fans have suggested for years. You’ll see more additions like this through the rest of the pages…
The parks introduction page again uses the Castle and Earful Tower together, that most favourite of mistakes for fans, but certainly looks much more inviting than the previous edition.
Disneyland Park already unveiled all of its 15th Anniversary events back in April, but they’ve stuck with the illustrations and visuals to advertise them, placing Dreams of Imagination and Dreams of Fantasy on a red carpet. Even Disney Characters’ Express has made its way into a prominent place on the page, listed alongside Candleabration to hint that — since this brochure is valid from now until March — both of these features will indeed continue right through Halloween and Christmas. The second double-page is more standard, still with Buzz Lightyear in the spotlight and all the usual classic attractions.
Walt Disney Studios Park is the real star of this brochure, finally coming across as the kind of qualified second gate that will make guests decide to stay an extra night. Apparently, there’s some new attractions opening at the park, too…
One page, four new attractions. Crush’s Coaster and Cars Race Rally are still featuring using their same old key visuals and Stitch Encounter (or rather ‘Stitch Interactive Attraction’ for now) is hidden away in there, but the star of this production is undoubtedly The Twilight Zone Tower of Terror. A full page is dedicated to its fantastic key visual and reworked logo.
Remember when no-one thought Disneyland Resort Paris would use ‘The Twilight Zone’ aspect of its storyline at all? Well, now that the first piece of advertising is shouting out at us, it looks like they couldn’t be more proud of it. As with Crush and Cars, however, that recognisable brand comes at a price — they’re now required to print “The Twilight Zone Tower of Terror is inspired by The Twilight Zone, a registered trademark of CBS, Inc.” (CBS being the US television network which originally aired the series) on every page featuring the attraction.
Another thing they couldn’t be more proud of is the actual theme of Tower of Terror. Whilst Space Mountain: Mission 2 was marketed for its thrill alone, they’re already hyping the unique atmosphere and theming of The Hollywood Tower Hotel. The second key visual included is therefore… a bellhop. This brand new image, never before used for the Florida or California Towers, looks set to become very familiar over the next six months. Despite this renewed interest in good theming versus basic thrills, however, there’s no mention anywhere of either Toon Studio or the Hollywood Boulevard projects, which is a shame considering the effort (and money) put into them.
This second double page excitedly lists almost all the attractions at Walt Disney Studios Park — quite an impressive list these days — and also features a glimpse at the very first (and very understated) advertising for Stitch, an image from Hong Kong. What’s more interesting is the small sentence next to its listing in the attractions guide — “Stitch Interactive Attraction — the chance to interview Stitch live”, confirming that the story of the attraction will be a live interview with Stitch in outer space, and that the television studio theme is definitely staying.
The Seasons & Events page doesn’t have much to reveal this year, as Halloween and Christmas take a backseat for the anniversary. Next to a nice new image of Stitch to advertise Halloween, we learn only that this October will bring “special shows and events” and “special make-up and hair ‘boo’-tiques”. Christmas is equally vague, but the prominent use of a photo featuring the Enchanted Fairytale “Chandeliers” raises the question if they can be used at the same time as Lumiere’s banners, and if indeed they will return this November…
St David’s Welsh Festival and St Patrick’s Day are also confirmed to return in 2008, following huge success earlier this year.
‘Fun Beyond the Parks’ brings us four double-page spreads showcasing Disney Village, dining, recreation and the Paris region, the introduction page featuring a rather nice new photo of Disney Village itself. The next page, ‘Taste the magic’, features options such as character meals, Half Board, Christmas meals and the restaurant reservations hotline. The new Disney Princes & Princesses meals at Auberge du Cendrillon are given a strong push here.
Following on that trend of more adult-orientated features, a new double-page now lists leisure and recreation across the resort with some modern and fresh photos — one in particular not what guests might expect from Disney. The new ‘Celestia Spa’ at Disneyland Hotel seems to be the focus here.
Disney Hotels Introduction / Disney Hotels pages sample
The Disney Hotels pages are another big improvement over the previous edition of the official brochure, with a nicer introduction page and massively improved pages for each hotel. The design is now far more modern and fresh, with new photos, better information and more emphasis on the features only available at Disney Hotels, such as Extra Magic Hours. Continuing their new love of good theming, the first large bullet point on the “why stay at a Disney hotel?” page is now… “Disney theming”.
Disney’s Davy Crockett Ranch gets its own double-page, before the pages shift suddenly into the slightly dull pages entitled “Other Accommodation” for the partner hotels.
2008 Resort Map & Official Partners
The 2008 Resort Map will be a bit of a disappointment to perfectionists. Even though they’d finally managed a correct illustration of the esplanade and hub area for the 15 years development plan revealed in February, the map to be used for 2008 is the same as that for 2007, with Tower of Terror simply replacing Reign of Fire.
More interesting, though, are the “official partners” now featured in the corner of this page — the regulars are joined by Ford and Unilever, Nestlé has now completely gone and right in the middle… IBM. They’re still hanging on!
Special Offers / Price Guide pages sample
The special offers page is also new and improved, the calendar of offers shown via a red carpet wrapping across the top of the page. The usual ‘Kids Free’ offer in the early months of each year is now known by the snappy title of ‘Kids Under 12 Stay, Play & Travel for Free’.
Price guide pages use better photos and are generally simplified yet again. New features include more emphasis on the special benefits at Disney Hotels and the various offers and options available with each booking — “Add Half Board Plus for Â£16”, for example, similar to the new booking system of the official website.
Eurostar / Mickey’s Holiday Dinner Show
This being the UK brochure, there’s a lot of extra space devoted to travel and transport, in particular the direct Eurostar which moves to St Pancras International from 14th November and will then enjoy journey times of less than 3 hours from the heart of London to the gates of Disneyland. There’s also photos and details on the new entertainments and privileges introduced to make the direct Eurostar a little more “Disney”, such as a jazz band at London and better activity packs for kids.
Finally, amongst the three double pages of “magical options”, one change stands out — it appears that the Christmas dinner show at Disney’s Newport Bay Club, formerly titled The Magical World of Tinker Bell, will change its name this year to ‘Mickey’s Holiday Dinner Show’. The vague description mentions “music and dance” with “Disney friends”, hinting perhaps that the only change may be the name.
And there we have it, the second and final Official 15th Anniversary Brochure!
The world outside the gates of Disneyland now knows that Tower of Terror is on its way to Paris in just six months, that ‘Stitch Interactive Attraction’ will bring the new attraction total at Walt Disney Studios to four, and that — quite simply — this is one year at Disneyland nobody should miss.
All images scanned by DLRP Today, brochure © Disney.