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.
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.
A new series of commercials from Disney Parks has hit the airwaves. They position a Disney Parks vacation as a sort of memory factory from which there is a limited time to extract those precious moments. I say it a bit cynically, but that really is the formula that Disney and its research partners have found to work the best.
With a world where economic uncertainty is the one thing that’s for certain, surveys and guests have told Disney that guests are looking to make the one thing that can’t be taken away from them, special family bonds built by time spent together.
As it turns out, Disney is uniquely suited to provide this experience. The Disneyland Resort has received a kickstart with the revitalized California Adventure gate making it a true multi-day destination and the Walt Disney World resort has perfected the art of enveloping you in the magic to such a point that you never have to experience anything non-Disney form the moment you arrive at the airport until your departure. Not quite as good as teleporting your from your kitchen to the Magic Kingdom, but it will have to do until the Imagineers perfect that option.
Follow us below the jump to see the rest of the new commercials, then please let us know which commercial works the best for you and rate the whole campaign from “5 – Great Idea” to “1 – Needs Improvement” in the comments.