Disney ads mad about the Mouse

Article Abstract:

Walt Disney Co Consumer Products uses testimonials of celebrities for a series of ads featuring Mickey Mouse. The campaign is an aggressive strategy that aims to strengthen Walt Disney's financially troubled consumer products, which suffered a 29% earnings drop in December 1999 despite a strong holiday retail season. Aside from television, the campaign also makes use of magazines to target teenagers, children and adults.

Walt Disney Co. Consumer Products

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Disney launches reward club

Article Abstract:

Walt Disney has launched its own customer loyalty program called the Disney Club, which intends to reward members with discounts to theme parks and on home videos and DVDs. Consumers can join Disney Club by paying an initial annual fee of $40 and $30 renewal fee for every year. Club members will receive newsletters and e-mail on special offers and special events. The Disney Club also serves as replacement for the defunct Magic Kingdom Club, which marketed theme parks exclusively to its 180,000 members.

Motion Picture Production, Motion Picture and Video Production, Movie production

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Boarding passes free Disney visitors from long ride lines

Article Abstract:

Disney has unveiled a 'fast pass' procedure designed to cut long lines at its theme parks. Customers have long complained of the long lines at Disney's popular rides. The procedure tries to make lines shorter by stamping time codes on tickets. The codes tell park guests what time they can bypass regular lines to immediately enjoy the rides. Disney CFO Thomas Staggs said the proprietary technology cost the company less than $10 million to install.

Retail & services management

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