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Disney to Kick Off 1st Global Ad Campaign

By Richard Verrier
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With next year’s 50th anniversary of Disneyland fast approaching, Walt Disney Co. will kick off its first global advertising campaign on New Year’s Day to promote its theme parks.

The company’s first 60-second spot will run Saturday during the nationally televised Tournament of Roses Parade, in which Mickey Mouse will serve as grand marshal.

The ad, which features digitally created images of Mickey Mouse, Donald Duck and other classic characters, will simultaneously appear in streaming video on Yahoo, Google and other websites.

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In May, the company will begin an 18-month celebration of the Anaheim park’s anniversary. All 10 of Disney’s parks will participate. The company hopes the festivities will give its theme park unit, badly bruised by the 9/11 terrorist attacks, a key boost.

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Richard Verrier

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Richard Verrier

Richard Verrier is investigations editor for Arts and Entertainment at the Los Angeles Times. He has been with The Times since 2001 and has run our Company Town since 2016. After stints at the St. Petersburg Times and the Orlando Sentinel in Florida, Verrier joined the paper as a reporter, and for many years covered all aspects of the entertainment industry before turning to editing. He oversees the Company Town coverage while working to guide and edit investigative and enterprise reporting across the entertainment team, collaborating with writers and editors from all departments. He is a native of Montreal and a graduate from the University of Toronto and Columbia University’s Graduate School of Journalism.

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