TOURISM : Super Bowl Halftime Show Will Promote New Disneyland Ride
Orange County, in the spotlight for weeks as the largest U.S. municipality to file for bankruptcy protection, is about to get a welcome wave of positive publicity.
Walt Disney Co., as part of its increased marketing focus on Disneyland, is sponsoring the Super Bowl halftime in Miami on Jan. 29 with an extravaganza featuring Indiana Jones and his famous bullwhip.
The adventurer popularized by actor Harrison Ford is being called into action to promote a new attraction to debut next month at Disneyland.
The Indiana Jones ride will take visitors to the Anaheim theme park on a Jeep ride through the Temple of the Forbidden Eye in Adventureland. The ride is receiving some of Disney’s most lavish marketing attention, with parties being planned for the press and sneak previews for celebrities.
The Super Bowl show will follow by only a few weeks the national exposure that Disneyland received for a special dance production that was part of the Macy’s Thanksgiving Day parade in New York and a float in the Tournament of Roses parade Jan. 2 in Pasadena.