The countdown starts now! “The happiest place on earth” reopens its doors on April 30th (by Adriana Sanchez)
Disneyland's marketing strategy
The moment when we see the face of the most famous mouse of the entire world, our ears immediately relate that to happy "Mickey Mouse” joyful music. In the commercial that Disneyland prepared to announce their opening, they used a music loop, images, smiles, and rides (“Disneyland Resort Magic is Here", 2021). Instantly, you are transported to fond memories of collecting the joyful moments that someone may have had at the Disneyland theme parks. This Disneyland commercial instantly reminded me of the Dole Whip ice cream that they only sold inside the theme parks and provoked joyful emotions that happened at the theme parks before the pandemic with my family.
A few years ago, Disneyland Corporation adopted a “brand story” strategy, in which they do not follow the traditional sense of “content marketing” (Burns, 2015). Now, after the moments of uncertainty with the pandemic, when people hear the music loop and see Dumbo ride and Mickey Mouse, they surely want to start planning a visit to the resort; they want to feel delightful and hopeful. Back in 2015, Disneyland's opening commercial was "the brand’s idea, the brand’s attitude, and the brand’s point of view of the world” (Burns, 2015). Disneyland producers know how powerful their commercials are by demonstrating Disneyland characters they are aiming to Disneyland’s guest attention and the desire to visit their theme parks. Certainly, Disneyland Corporation understands the impact their theme parks make on the entire world especially after the quarantine. In my opinion, this year's opening commercial is another example in which Disneyland effectively used its "brand story" strategy.
The effect of Disneyland's "brand story" strategy
It is undeniable that the Disneyland “brand story” in the commercial was a great success of the Disneyland Theme Parks --- within 12 hours, the Disneyland Park tickets were sold out, with some availability in the Disney California Adventure Park (Kelleher, 2021). Disneyland's eager guests had to wait their turn in a “virtual queue” in order to purchase their tickets (Kelleher, 2021).
Important facts before visiting the Disneyland Theme Parks
In just a few days, Disneyland guests can enjoy and experience “The Happiest Place on Earth” again. Unfortunately, they only allow for up to 15 - 35% of visitors (of its full capacity). Only Californians could reserve a visit, and they must who must wear masks at all times inside the parks. Visitors must also follow the state guidelines inside the theme parks ("California eases Covid rules”). The restrictions that have been given to the theme parks are to stop the spread of the virus, ensuring Disneyland’s guests continue constructing innumerable wonderful memories.
An important fact to know is that it has been reported that fortunately “California’s coronavirus case rate is now the lowest in the Continental U.S” (Abovian, 2021). Although many non-California residents might be disappointed that they are not permitted to visit the theme parks yet, this is the best decision that the Health Department has to do for the moment to continue decreasing the virus cases.
A takeaway of Disneyland's "brand story"
Disneyland's “brand story” strategy features revolutionary Californians who are thrilled to start their adventures again at the theme parks. Although the Coronavirus cases have started to decrease, we as California citizens must continue following the Health Department's guidelines to stop the spread of the virus. Then, we can continue visiting the Disneyland theme parks.
Are you thrilled to visit the Disneyland theme parks or are conservative about visiting the parks due to the Coronavirus?
Disneyland's new reopening commercial:
Magic is here; Magic is ...
What emotions and memories do you capture after seeing Disneyland's reopening commercial above?
About the author
Adriana Sanchez is currently in her last year at California State Polytechnic University Pomona. She majors in Business Administration with a concentration in Accounting and minors in Hospitality Management. She is currently looking for a 2021 summer internship in an accounting audit company. Her career goals are to start working in an audit company, then continuing to gain more experience in accounting. Later, she aims to operate as a controller in a company and eventually open/manage her own business. In her spare time, she loves to cook, watch comedy videos, spend time with her three dogs and two birds, and enjoy family time.
Picture Source: https://disneyland.disney.go.com/destinations/disneyland/
Abovian, E. (2021, April 21). California's coronavirus case rate is the lowest in the continental U.S. KTLA. https://ktla.com/news/california/californias-coronavirus-case-rate-is-the-lowest-in-the-continental-u-s/.
Burns, W. (2015, June 15). Disney Proves That Profitable Marketing Is About Brand Stories. Forbes. https://www.forbes.com/sites/willburns/2015/06/09/disney-proves-that-profitable-marketing-is-about-brand-stories/?sh=782e9796227b.
"California eases Covid rules" (2021, March 6). California eases Covid rules, giving Disneyland and other theme parks go-ahead for limited reopening April 1. CNBC. https://www.cnbc.com/2021/03/05/covid-rules-california-to-let-major-league-baseball-disneyland-reopen.html.
“Disneyland Resort Magic is Here” (2021, April 17). Disneyland Resort Magic is Here April 30 2021 Television Commercial [Video]. YouTube. https://youtu.be/TZv-U1zXAms
Kelleher, S. R. (2021, April 17). Disneyland Tickets Sold Like Hot Cakes The First Day Back On Sale. Forbes. https://www.forbes.com/sites/suzannerowankelleher/2021/04/16/disneyland-tickets-sold-like-hot-cakes-the-first-day-back-on-sale/?sh=209fa78b4102.