After a week that started with the official announcement of the Disneyland Paris 25th Anniversary, just 5 days later and we have the very first promotional advert too, as posted by ED92 and can be seen below:
First TV commercial for Disneyland Paris 25th Anniversary. It's time to sparkle! ✨ pic.twitter.com/sbTzqrzsNh
— ED92 (@ED92live) October 22, 2016
At first it looked like it was going to show just old footage of Disney Dreams!, but then the Kraken’s tentacles appeared followed by the Black Pearl – the new Disney Illuminations night time spectacular is the very first thing they show. To me this is the highlight of the new 25th Anniversary, so I applaud them for doing that, and also for not doing the obvious and using Star Wars, as that features later…
The Pirates of the Caribbean part of the new Disney Illuminations has also made its way to a promotional image that ED92 have got their hands on. There’s a lot of fire in that image – just for promotional purposes or indicative of how much will be used in the actual show? Fingers crossed for the latter – particularly appreciated in the winter months.
Very quickly we are into the new Disney Stars on Parade showcasing the amazing fire breathing steampunk dragon, and then Star Tours action shots featuring Darth Vader, in scenes that are very obviously brand new to Disneyland Paris. It’s all very exciting as we see Tie fighters fly out from the Imperial Star Destroyer, straight into a dogfight with the ship we as guests will be riding in.
The last part of the advert does feature Frozen footage from the Disney Dreams! show that we can already see in Disneyland Paris, and throws in a kid meeting Mickey Mouse as well as lots of children looking on in awe at every part. This is standard Disneyland Paris advertising practice, and with families as their primary target, completely understandable.
As a first advert it’s very effective, combining a decent amount of the new, with the staples of that old that still thrill people today. I love that they use the tagline It’s Time To Sparkle at the end – I was afraid that might be a niche social media rather than a message sent out to mainstream audiences as it should be. Will it get people about the Disneyland Paris 25th Anniversary? Yes, I think it will, and combined with a multi-channel marketing campaign should bring new eyes to Disneyland Parisa, and guests to the resort.