Walt Disney Co. is launching an anticipated global advertising campaign for its theme parks for the 50th anniversary of Disneyland Park, which opened in Anaheim in 1955.
According to trade publication Brandweek, the marketing push includes print, Internet and other advertising. The campaign is expected to run for much of 2005.
Disney didn’t say how much it plans to spend on the effort. In 2003, the company spent more than $160 million touting its parks, according to Brandweek.
TV commercials were set to start airing on New Year’s Day during the Tournament of Roses Parade, which features Mickey Mouse as the Grand Marshall.
The 50th anniversary marketing push has been a major focus of Disneyland Resort President Matt Ouimet, who’s been sprucing up Disneyland for the past year.
“I recognize this is a unique and important time in Disneyland’s history and I’m fortunate to be part of the cast that will continue Walt Disney’s legacy into the next 50 years,” he recently said.
