A fifteenth that will last until the seventeenth? Only in Disneyland! With the celebration now continuing as we speak and our full coverage on the way, it seems a good time to recap the story behind the extended anniversary, the reasons for extending it and the advertising they’re using to promote it.
First ‘Celebration Continues’ visuals / Second ‘Celebration Continues’ visuals
We first received confirmation that the celebrations would be continuing at the start of October 2007, with the end date extended right through to March 2009. The original draws for the 15th Anniversary would all return, of course. That means Disney’s Once Upon a Dream Parade, Candleabration and Disney Characters’ Express, along with all the decorations and the two new attractions at Walt Disney Studios Park, Crush’s Coaster and Cars Quatre Roues Rallye. The only ‘original’ event not to return this Spring is Alpha Bet You Are.
Third wave ‘Celebration Continues’ visuals – the new “red carpet” poster
Fourteen and a half million guests, a record for the resort, and overwhelming response from those guests ensured the 15th Anniversary of Disneyland Resort Paris wouldn’t be a short-lived affair. Indeed, to end the celebrations just as Walt Disney Studios Park completed its remarkable transformation would seem like an odd thing to do. And so, what was truly the ‘biggest Disney party ever’ has become even bigger in 2008.
The Twilight Zone Tower of Terror has finally arrived after six years, Hollywood Boulevard brings rich Imagineering detail, Stitch Live! presents a whole new interactive experience and the second High School Musical show ensures Summer time is all the time. The alternative pitch for 2008, a Year of Mickey Mouse, the celebrate the maestro’s 80th birthday, wouldn’t have made it so easy to include these new attractions in the promotions.
We saw the first trailer for The Celebration Continues just days after hearing the news of the extension. Set to the song “Oh Happy Day”, it was met with a mixed response, with fans much less enthusiastic than the original 15th Anniversary teaser trailers. Luckily, the actual television advertising campaign that followed in February 2008 was every bit as good as the first, showing children running through Main Street and pulling wrapping paper from the buildings, from the Castle and from the new 2008 attractions.
Original brochure for ‘The Celebration Continues’ – branding has evolved a little since
Tying together the entire 15th Anniversary year, through advertisements, events and more, was the ongoing theme of a “red carpet” leading to Disneyland, along with the candles that would become the stars of Candleabration and the Sleeping Beauty Castle overlay. For ‘The Celebration Continues… Big Time!’, the red carpet is replaced by wrapping paper, presents and more traditional birthday themes, as first seen on the Spring/Summer 2008 brochure, several pages from which are featured above.
Since then, the colour scheme is now being taken into overdrive with the classical blues, reds and golds becoming multi-coloured greens, turquoise, yellow and pink, as seen in the new Paris tourist leaflet below.
New Paris tourist trade brochure introduces the parks equally.
Disneyland Resort Paris seems keen for ‘The Celebration Continues… Big Time!‘ to be seen as a separate event to the ’15th Anniversary Celebration’ that preceded it. With such important new attractions added to the offerings, you can see why. And, as our special launch weekend series begins, you’ll be able to discover every second of the magic here on DLRP Today…