FRANCE – Disneyland, the City of Paris, and the Île-de-France Region have launched a new advertising campaign to celebrate the theme park’s 25 years and promote tourism in the area.
Officially unveiled at the Eiffel Tower on February 24 by Mayor of Paris Anne Hidalgo, Île-de- France Region President Valérie Pécresse, and Euro Disney S.A.S. Présidente Catherine Powell, the campaign, Paris is waiting for you, features popular Disney characters like Mickey and Minnie mouse, inviting visitors to visit the theme park.
Paris and Île-de-France’s popularity contribute to Disneyland Paris’s tourist growth, and vice versa. More than 50% of foreign guests in the Disney parks visit the capital city, as well.
“The Île-de-France Region is fully committed to bring tourists back to our region,” Pécresse explains, “we have three guideposts: promoting our destination, improving our welcome and providing more services to guests, and, lastly, increasing security. This is a major stake for attractiveness and employment in Île-de-France.”
Hidalgo notes how Disneyland plays a key role in drawing tourists to Paris. “The resort is a major economic player in our area, as it generates more 55,000 direct, indirect and induced jobs each year,” she adds.
Since Hidalgo’s term began, her team has developed programs that promote relaxation in the resort among young Parisians every year. The city of Paris has, thus far, remained supportive of the theme park.
In order to strengthen tourism in Paris, Powell stresses the importance of preserving the city’s cultural, gastronomic, and architectural traditions.
The BETC agency, with BETC Corporate at the wheel, designed the campaign such that famous sites around Paris and its region – including the Galeries Lafayette and the Château de Fontainebleau – combine with Disney imagery.
Through the campaign, tourists discover the iconic landmarks in Paris and its region, as well as symbols of food, culture, and art.
The Paris version of the European campaign has been up since February 22nd in different areas of Paris, and February 27th in London, Brussels, Madrid, and Barcelona.
