Originally Posted By Doobie Hi all: Just wondering if anyone's seen the new TV commercials for DCA. They do it like a movie commerical showing various scenes from the park while music plays in the background and positive quotes from newspapers are shown on the screen. Doobie.
Originally Posted By Briguy1314 I really like it. They still could have shown a few more places and need to emphasize the adult aspects, but this is a good start. I saw the commercial 4 times in less than 2 hours. Its the most DCA advertising i have seen up here in Nor Cal.
Originally Posted By Jim in Pasadena CA I LOVE these new commercials. And only wish that Disney would have gone for these right from the get go (perhaps using positive comments from the Preview days). They're sophisticated, understated, they make the park look REALLY cool, and don't put all the emphasis on THE KIDS! The trouble is, with all the bad word-of-mouth, they don't 'feel' right -- the timing of them is off. In other commercial related news, has anyone seen the Union Bank commercial? Another EXCELLENT effort -- starts with some great shots of California, then transitions into scenes from DCA. Very well done.
Originally Posted By TP2000 Someone should keep track of all the DCA advertising that's been out there in the last 8 months! How many different DCA ads have there been; 5? 10? More? McDonalds has one, Coca-Cola has one, Union Bank has one, and Disney has had several with many different themes. The new DCA ads are my favorite so far, because they actually show the rides! There are only a few real rides to show at DCA that would portray excitement on TV, but the ones DCA does have are used in this commercial. (Example, you probably wouldn't want to show the average Orange Stinger or carny Mullholand Madness in place of the lusher Grizzly or unique Soarin') I think Bugs, Muppets, Grizzly, Soarin' and Screamin' would translate well into a TV ad. But most of the rest of the DCA rides would probably look hokey or average if they tried to use them in a TV ad. DCA has been subjected to quite possibly the biggest ad campaign SoCal has seen since the Olympics. And during the last 3 or 4 months, the ads just seem to come at you more and more here in SoCal. I saw the new DCA ad last night more than 5 times while watching just two shows during the evening. I already feel like I know it by heart. Unfortunately, I just heard two comments about DCA this week that were not at all positive. One was overheard from two strangers at the car wash, and one came from a neighbor. Neither incident didn't bode well for what the average SoCal'er thinks of DCA compared to Disneyland.
Originally Posted By tmonee11 What is sad is that Disney is spending HUGE amounts of money on marketing efforts, in an attempt to bring people to the park and combat poor word of mouth. They would have been so much better off to spend the additional money on the park BEFORE it opened by having a night show or parade and another major attraction. Instead, they are now spending money on rushing the MSEP and other new park entertainment, a massive reworked and reworked marketing effort, a redone Limo ride, a rushed Millionaire attraction, etc. etc. The best advertising is word of mouth... and that is something DCA does not have.
Originally Posted By lookcloser15 Has anyone looked at the names that are being quoted in the commercial...pretty much total unknowns! It's like when a dog of a movie uses quotes from people no one has ever heard of, and it screams of desperation.
Originally Posted By woody I wish they spend less money on marketing and more on attractions. People know about the poor slate of attractions!!! Money down the drain. On the commercials, it's a very sentimental commercial with all of the slow motion shots and grand orchestrated music. They finally advertised BUGS. It's about time to advertise the characters. But still, their commercials showcase the difficulty of selling DCA. I have a new suggestion. They should advertise the entire Disneyland Resort on one commercial. Showcase Downtown Disney and the Grand California. In my opinion, they haven't cut the quality for those properties.
Originally Posted By Park Hopper I love the slogan: Everything you expect from Disney and more. They should change it to: Everything you Americans can expect from Disney and more.
Originally Posted By disneywatcher The new TV ad for DCA is more effective than the others, certainly compared with the print ads I've seen in the L.A. Times. I would suspect the inclusion of movie-ad-like quotes from various media writers is a way of encouraging people to think any word-of-mouth they've heard about the park up until now should be re-framed in light of comments from professional writers/critics. I mentioned it before, but sometimes public sensations such as the Harry Potter books or the first Star Wars movie (circa 1977) occur without any advance advertising campaign, based solely on the power of word-of-mouth.
Originally Posted By tangaroa The new commercials were great up until Frollo's big evil voice came up and told me "It's everything you expect from Disney..." I'm guessing people are having a hard time believing it, or they wouldn't feel the need to constantly reassure it's everything WE should expect. I'm glad to know this though, I guess now I should stop complaining about the park cause Frollo told me it was good.
Originally Posted By hopemax Has this add run outside of S. Ca? I haven't seen it yet. I have a whole new outlook on DCA now that I've been there, however I doubt people would want to hear it (but I'm working on the Trip Report), but imagining Frollo saying that lines just fits my outlook perfectly. The situation is just so hilarious for me now that I've been there, but that's not really a good thing.
Originally Posted By Briguy1314 "Has this add run outside of S. Ca? I haven't seen it yet." Yes it has. It is playing up here in Northern CA
Originally Posted By Jennifred Is there somewhere we can download this? (We referring to those of us who haven't yet seen/may never see this ad.) I know there's some place...adcritic maybe?...online where you can download comercials. - Jenn
Originally Posted By Dlmusic <<Everything you expect from Disney and more>> Does this really seem like the correct way to advertise the park? I know from the reaction I've gotten has been at the most met expectations. It seems like they are trying overtipping the negative scale with a very strong positive comment. They build a park that's specifically designed for "budget imagineering" and then call it more than what they've built before. As Park Hopper said, "Only in America. . ."
Originally Posted By TP2000 Good point Dlmusic. In SoCal, almost everyone "expects" a Disneyland type experience from "Disney". "All you expect from Disney and more" sets it up as if it were better than even Disneyland. That's not a good point of reference to use when trying to sell DCA. DCA has strengths, but portraying it as equal to or better than Disneyland is not a good idea in SoCal. The tourists who tacked on an extra day of their vacation to see it probably enjoy it for what it is though.
Originally Posted By TP2000 By the way, I think the new ads are the best yet. They are slick, splashy, but very tasteful and classy. The quotes used to praise the Park are extremely cheesy however. They just spell DESPERATION, and I'm kind of embarassed for Disney that they feel they have to stoop to that level. You only see that type of fake hype for movies that are in the process of bombing before they are scheduled to leave the theater. It reeks of desperation to have those gushing accolades and fluffy reviews plastered on the bottom of the screen. But the commercial itself is great, and really shows off the Park's strengths.
Originally Posted By Park Hopper I agree that except for the quotes and the slogan, this is best commercial yet. However, the quotes and the slogan tell viewers to expect things from DCA that are just not there. People will come away disappointed and that will increase bad word of mouth. The commercials are obviously aimed at diffusing the main criticisms: It’s boring and it’s not worthy of the Disney name. Unfortunately, they are trying to change public perception of the park before they change the park itself.
Originally Posted By damon63 >It reeks of desperation to have those gushing accolades and fluffy reviews plastered on the bottom of the screen.< I haven't seen the new commercials yet but at this point Disney may be just that; desperate.
