Check the back of your park map next time you're in Disneyland Paris
and you shall see a compilation of logos, these are the logos of the
partners of Disneyland Paris; an intergral part of the magic one could
say, for without various companies, it would be more costly, and more
difficult to run the parks. Whether we like it or not, Disneyland Paris
is a business whose aim is to make money, just like our favourite sports
teams and television channels. When a company comes in, the partnership
is of mutual benefit, Disneyland Paris may receive a product or a
service, the partner then receives a visible presence in the Disney
parks. So, take a look at the back of that park map, as all those
companies are helping make the magic each and every day.
When it comes to marketing a product, there are multiple schools of thought, put the logo directly in your face; you're going to see it and probably remember it (Sports tend to do this with banners by the field of play), or word in the branding in a minor way, even go as far as incorporating it into the story of the attraction; It's fair to say that during the last 21 years Disneyland Paris has done a mix of both of these things,
Upon the opening of the resort in 1992, various partners were offering customers prizes linked to the opening of the new resort, the companies got exclusive airtime during advertisement breaks during the Inauguration telecast on French Channel TF1. Notable prizes included a collect to win pins and t-shirts by Coca-Cola and Esso giving scratchcards offering a stay in the resort.
Kodak is a special partner in Disneyland Paris's history for a few reasons; it was one of Disneyland Paris's original partners in 1992 (and has only recently ended its run at Disneyland Paris), but also lended its brand to one of the most beautiful shops in the entire resort, Town Square Photography, a shop that will shortly be leaving the resort for good. In what was possibly the greatest blend of sponsorship, and themeing we will ever witness in the resort, Kodak's founder was featured outside the store on a store front sign giving the photography studio name as 'The George Eastman Studio'. Unfortunatly, the change in the way we take photographs has changed to such an extent that Kodak have removed themselves from the photographic product, and so the partnership between the company and the Walt Disney Company has come to an end after 58 years. The company filed for bankruptcy and changed their business model, whilst the company's signs and logos have been removed from the parks, the company has left a lasting legacy on Disney Parks fans across the world.
Whilst Kodak's sponsorship was the rather obvious image based sponsorship, other companies had gone down a slightly different route, take Coca-Cola as an example. Whilst yes, since 1992 the company has been supplying the drinks you consume in the resort, they have also contributed in other ways, such as creating environmental recycling strategies.
An intriguing recent partner to Disneyland Paris has been a company named Osram, which is essentially a lighting company. The company and Disneyland Paris are working together to make more environmentally friendly lighting solutions (something which has become more and more important since 1992, when the resort opening). As you may imagine, Disneyland Paris uses a lot of lights, one such example is the large 22,000m2 warehouse which houses your food, souvenirs and pieces of attractions. To celebrate the first anniversary of the partnership, Disneyland Paris celebrated the conversion of this warehouse, which uses the most amount of electricity of anywhere on the resort, and it would seem that Disneyland Paris themselves are impressed as the CEO, Philippe Gas remarked "The project has exceeded our expectations. This initial success encourages us to think about extending this technology"
Partners 1992:
Coca-Cola: Collect special packets to win pins & t-shirts
Ricoré: nestle
American Express
Esso: Scratchcard to win a stay
Mattel
Kodak
BNP
Renault
When it comes to marketing a product, there are multiple schools of thought, put the logo directly in your face; you're going to see it and probably remember it (Sports tend to do this with banners by the field of play), or word in the branding in a minor way, even go as far as incorporating it into the story of the attraction; It's fair to say that during the last 21 years Disneyland Paris has done a mix of both of these things,
Upon the opening of the resort in 1992, various partners were offering customers prizes linked to the opening of the new resort, the companies got exclusive airtime during advertisement breaks during the Inauguration telecast on French Channel TF1. Notable prizes included a collect to win pins and t-shirts by Coca-Cola and Esso giving scratchcards offering a stay in the resort.
Kodak is a special partner in Disneyland Paris's history for a few reasons; it was one of Disneyland Paris's original partners in 1992 (and has only recently ended its run at Disneyland Paris), but also lended its brand to one of the most beautiful shops in the entire resort, Town Square Photography, a shop that will shortly be leaving the resort for good. In what was possibly the greatest blend of sponsorship, and themeing we will ever witness in the resort, Kodak's founder was featured outside the store on a store front sign giving the photography studio name as 'The George Eastman Studio'. Unfortunatly, the change in the way we take photographs has changed to such an extent that Kodak have removed themselves from the photographic product, and so the partnership between the company and the Walt Disney Company has come to an end after 58 years. The company filed for bankruptcy and changed their business model, whilst the company's signs and logos have been removed from the parks, the company has left a lasting legacy on Disney Parks fans across the world.
Whilst Kodak's sponsorship was the rather obvious image based sponsorship, other companies had gone down a slightly different route, take Coca-Cola as an example. Whilst yes, since 1992 the company has been supplying the drinks you consume in the resort, they have also contributed in other ways, such as creating environmental recycling strategies.
An intriguing recent partner to Disneyland Paris has been a company named Osram, which is essentially a lighting company. The company and Disneyland Paris are working together to make more environmentally friendly lighting solutions (something which has become more and more important since 1992, when the resort opening). As you may imagine, Disneyland Paris uses a lot of lights, one such example is the large 22,000m2 warehouse which houses your food, souvenirs and pieces of attractions. To celebrate the first anniversary of the partnership, Disneyland Paris celebrated the conversion of this warehouse, which uses the most amount of electricity of anywhere on the resort, and it would seem that Disneyland Paris themselves are impressed as the CEO, Philippe Gas remarked "The project has exceeded our expectations. This initial success encourages us to think about extending this technology"
Partners 1992:
Coca-Cola: Collect special packets to win pins & t-shirts
Ricoré: nestle
American Express
Esso: Scratchcard to win a stay
Mattel
Kodak
BNP
Renault
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