The Mouse House has hired photographer Annie Leibovitz to create a celeb-based campaign for “Where Dreams Come True,” the Disney theme parks’ first worldwide advertising campaign.
Leibovitz will also be shooting promotional films for the first time as well as photographs for the marketing push, which will be twinned with a U.S.-based campaign called “Year of a Million Dreams.”
The creative team also includes photog Gus Butera, directors Tarsem and Leslie Dektor and agencies Leo Burnett, McGarry Bowen and Yellow Shoes — Disney Parks’ inhouse team.
The moves are meant to keep momentum rolling following 18 months of hoopla around the parks’ heavily advertised 50th anniversary celebration.
“Year of a Million Dreams” launches Oct. 1 at Disneyland Resort in California and Walt Disney World Resort in Florida with the “Keys to the Magic Kingdom” promotion, in which one family will have the park to themselves.
A million guests will be selected over the next year for a “Disney Dreams Giveaway,” including trips, parties and special passes.
They’ll also get early access to new rides and events, including a new and improved Space Mountain and a handful based on Pixar films like the Finding Nemo Submarine Voyage and an interactive “Monsters, Inc.” attraction.
Those have been in the works for years, and more Pixar themes are sure to surface. The studio’s creative center, John Lasseter, was named senior adviser to Walt Disney Parks & Resorts when Disney bought Pixar earlier this year for $7.4 billion.