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Disney's 2011 marketing campaign centers on family memories [Update]

September 23, 2010 |  1:35 pm

Small world The Disney Co.'s marketing campaign next year will focus on vacation memories, featuring images of family scenes at the theme parks, company officials announced Thursday.

With a campaign theme of "Let the Memories Begin," Disney plans to project images nightly of Disney guests on the facade of the It's a Small World ride at Disneyland and on Cinderella's Castle at Walt Disney World in Florida.

"Our No. 1 source of inspiration for this idea were our guests," said Tom Staggs, chairman of the Walt Disney Parks and Resorts. 

Images shot by Disney photographers at the park will be displayed each night on the building facades, accompanied by a new song written for the campaign. An exact time for the nightly show has yet to be announced.

In addition, photos and videos submitted by Disney guests to one of several Disney websites will also be used by Disney on TV commercials, online ads, brochures and other advertising material.

The campaign begins in January.

To submit a photo for the Disney campaign, guests must first create an online account with Disney, submitting an e-mail address, a mailing address and date of birth, among other information. But be aware that the Disney privacy policy says the company can share such information with other Disney firms and companies that do business with Disney.

[Updated at 2:12 p.m.: Guests who sign up for a Disney account can check a box to opt out of receiving promotional material online in the future.]

Under the 2009 Disney marketing campaign, guests got a free pass to a park on their birthday. In 2010, guests who volunteer to work for a day on a charitable cause get a free pass.

-- Hugo Martin

Photo: Guests enter the It's a Small World attraction at Disneyland. Credit: Los Angeles Times

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