Disney turns to guests to promote theme parks

In one video, a little boy dances during a parade at Disney’s Magic Kingdom. In another, a young girl dressed as a princess embraces her father. And in a third, two women explore Cinderella Castle.

All are part of Disney’s new campaign called Let the Memories Begin — a promotion that relies on what the company refers to as “guest-generated” content.

“Let the Memories Begin is about real guests making real memories in our parks,” said Leslie Ferraro, executive vice president of global marketing for Disney Destinations.

“Disney guests have always loved sharing their vacation memories with us and each other. New technologies like YouTube and Facebook have made it easier and faster for our guests to share their memories, for Disney Parks to spotlight those memories on a larger scale, and for us to reinforce to our guests how important we think their memories are.”

Disney isn’t alone.

The travel industry — which for years considered videos as byproducts of a happy vacation, if not liabilities that occasionally found their way on to the Internet — has also had a change of heart.
Read more “Disney turns to guests to promote theme parks”