The 60 year, or Diamond Anniversary mark is impressive for company. In this case, the use of diamond really helps the imagineers to create imagery on site to link this to site decorations. If the first thing that comes to mind when thinking about Disney in general isn’t Mickey and the gang, princesses are likely pretty high on the list. When thinking about princesses, dresses, castles and ball gowns are likely high on the list of things that are top of mind. Incorporating diamond imagery into all of these things is very easy.
If special diamond decorations for Sleeping Beauty’s castle are not enough to highlight this mark, there are special fireworks shows (which is not surprising as all celebrations for Disney translate into new firework shows), but there are also diamond giveaway contests and even a “Diamond Mad T Party” show.
This celebration is being used to be a call to action for Disney fans across the world to make their next trip to Disneyland to be this year. Increased tourists, along with special limited time only merchandise should mean that Disney should have increased profits this year.
I am a huge Disney fan, I am even a Disney Vacation Club member (thanks to my parents), but when I look at this celebration webpage, I feel slightly cynical, because I am mostly seeing dollar signs and Disney trying to cash in on this event. Branding should absolutely allow you to increase revenue and profits, but I would have liked to see more historical photos, or Disney throughout the year type information. Walt himself said, “I only hope that we never lose sight of one thing — that it all started with a mouse.” I feel that the messaging for this event has left Walt and that element of the brand out.