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FastPass+ and MyMagic+ takeover Disney World – Part 3: The Marketing Push Begins

Update: Welcome to NY Times readers. Please find the latest news on MyMagic+ and Fastpass+ here. See all of our coverage here. Finally, I hope you’ll take a moment to discover my new book on the Magic of Disneyland.

Magic Bands, myMagic+, and Fastpass+

The My Disney Experience mobile app delivers pertinent parks information, Fastpass+ reservations, maps and simple navigation to guests on the fly – via their smart phone or other portable device.


In the last 24 hours we’ve looked at MyMagic+ and Fastpass+ from the guest perspective and tried to put a little historical and business sense behind it, now it’s time to turn our eye on how Disney is presenting these new products to the public.

Disney’s marketing has just released a series of video promoting MyMagic+, Fastpass+ and the digital photo package Memory Maker. Look for more videos like these to form the core of Disney World’s 2014 marketing message.



Memory Maker

That last one hits home. Of course, it doesn’t even include some of the most next-gen cool stuff Memory Maker can do… like sneak-in attraction photos of your family you didn’t even know were been taken.

I think Disney has chosen a great angle here. I mean wouldn’t the world be better if you could lock in success before you started any venture? And why shouldn’t you lock in vacation success before you leave home? That’s the message Disney’s executive team has been pushing about MyMagic+ for over a year claiming its based on guest feedback and surveys.

It is curious that these ads don’t point out that the advanced reservation ability is currently limited to resort guests only. In fact the disclaimer implies only two things are necessary – “Valid Themepark admission and online registration…” Perhaps they are planning to roll out early-bird reservations to everyone sooner rather than later, otherwise, these ads are leaving out something very important that might make a lot of vacationers who don’t stay on property upset.

Do you think Disney Park’s marketing team is on the right path with these videos? Would the make a difference to you in choosing to visit Disney World over another vacation destination?

Did you miss part one or two.. read about my 1st encounter with FP+ and the challenges MyMagic+ will face as it rolls out and the solutions ahead.

Update: Welcome to NY Times readers. Please find the latest news on MyMagic+ and Fastpass+ here. See all of our coverage here.


(Photo courtesy Disney. Kent Phillips, photographer)