Honor Hunter posted again on our thread on Jay Rassulo:
I want you to know that I don't have it out for the man personally. I've made my judgements on the basis of what my friends and sources have said about him. I also, of my own opinon dislike the Disney Parks campaign(thinking it to be simular to trying to turn Disney theme parks into McDonalds) and don't like the Year of a Million Dreams campaign(I know the parks have had a record couple years, but these records started before this campaign was even thought of). My friends at the parks that have to deal with these promotions don't like them either and don't feel they're working. The guest have no idea what the year of a million dreams is and many have rejected gifts outright for fear that it is something Disney is trying to get them to buy.
It is true that it is hard to tell whether the success of the parks has been because of the marketing or because of other factors, but certainly management seems to think YoMD has been a success or it wouldn't be extending this program. But parks marketing is definitely going to have to come up with another idea soon because you can't market the parks with a sweepstakes forever.
I think its appropriate to market the parks together some of the time. For example, Toy Story Mania opens this year simultaneously in Florida and California. I hope that rather than running the branding program they are running now, they will put a heavy TV marketing effort behind TSM. That would make sense because its the same ride in two different locations and one heavy marketing push is much better than two smaller disconnected ones.
Sunday, January 27, 2008
More Honor on Jay
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2 comments:
If you want to know about about a Suit that deserves far more credit than he's gotten over the last few years it would be Greg Emmer. This was the Robit to Matt Ouemitt's Batman. Now both of them are gone... I can't really say I know all the reasons he's leaving but I can tell you that butting up against Jay was one of them.
As for a new slogan after YOMD gets put to rest? I have a suggestion:
"The Happiest Place On Earth"... sounds nice, don't you think? Ask people what they think of when you say that to them? Then ask them what is the Year of a Million Dreams? That blank face you see will be all you need to know to realize this marketing campaign was a bust. It was half-baked when it was thought up and it's never been fully realized... Jay just kept tweeking it and tweeking it... saying they'll get it if we just do this. Now this... now this. Kind of like the way that DCA was handled before Iger came on board and then brought Lasseter in.
Never acknowledging failure and learning from it... instead just rationalizing that the guest were stupid for not understanding the intent.
There are good people around Jay. Jay's intent is good, but then again, so was Karl Marx...
I don't value intentions, I value results. The Walt Disney Company is a big company and the success of the company on a whole or even the parks doesn't reflect his global strategy... which has been somewhat stymied by Iger's relationship with John and his powerful ally Steve Jobs. The weight behind that relationship is what makes Jay greenlite a lot of things he was hesitant to do.
Perhaps he could go run the Gap? It's in need of someone of his great marketing skills... have they filled that opening yet?
Honor
first, Ohhh the Gap slap! thats low.
"The Happiest Place on Earth"
What brilliant mind came up with that? I cant even remember last years slogan, something about an anniversary? And next year, was it a million or a billion dreams?
Disney is the happiest place on Earth. Lets keep it that way.
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