In the early years of Walt Disney World, that trip up World Drive to the Magic Kingdom offered little to see but trees and the occasional sign. Even the Auto Plaza was fairly nondescript. The fancy pink and purple Welcome statement that's there today only dates back to the 20th anniversary in 1991 (Interesting side fact: the arch across the top that holds the words "Magic Kingdom" was once part of the marquee for the Wonders of Life pavilion at Epcot).
Keeping Guests entertained and informed during the drive was a limited-range radio station (broadcast from a space inside Cinderella Castle that's now part of the Castle Suite). One of the first signs encountered on Disney property invited you to tune your AM dial to the station, where you could hear information on park hours, show times and special events, along with a selection of popular Disney tunes. Until it was discontinued in the mid-90s, the Walt Disney World radio station was a key element in creating that sense of "arrival."
While the '90s silenced the radio station, other forms of Disney promotion found their voice. With rare exception, Walt Disney World never used to directly advertise itself, opting instead to rely on word of mouth and the "free advertising" that resulted from regular press events. Today, those are still key to Disney's marketing strategy, but the company has also entered into television and outdoor advertising in a big way.
Billboards touting Disney Parks and attractions have become part of the landscape along Interstate 4, International Drive and other Central Florida roadways, but the most special examples are found within the borders of the actual resort. The entire entrance to Disney's Hollywood Studios is a giant Streamline Moderne and film strip statement, promoting some of the newest and most popular elements of the park.
Nearby, a billboard for The Twilight Zone Tower of Terror looms over World Drive, bringing the excitement of the attraction to life with animation and lighting effects. This particular billboard, one of the first to land on Disney property, has been in place for nearly fifteen years. It debuted shortly after the Tower of Terror's 1994 opening and has even been altered slightly over the years with the introduction of each variation to the attraction.
Elsewhere, dimensional billboards promote Disney Vacation Club, Mission: Space at Epcot (with glowing rocket flare) and "It's Tough to be a Bug" at Disney's Animal Kingdom (complete with a smoke effect emanating from the rear of stinkbug Claire de Room).
On-property advertising has certainly come a long way from that quaint little AM station, and it just goes to show that even when it comes to something as everyday as highway billboards, nobody does it quite like Disney.
Very cool stuff- I've always loved all the ways Disney makes the resort seem like an "escape" from reality. The radio station seemed like a unique idea, and it's a pity it's no longer done- it would definitely further the out-of-reality effect.
ReplyDeleteI love the signs and teasers of attractions along the way, not sure if it's intentional or accidental, but it's kind of like being at the movies and seeing the previews of coming attractions. I'm guessing it's intentional. Regardless, it just adds to the fun and excitement.
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