On Oct. 17, Disney announced its latest promotion of its domestic theme parks, “Limited Time Magic,” with a special event at Times Square in New York City.
The Disney event in Times Square featured a 25-foot-tall ice castle constructed from 45,000 pounds of ice. It provided the centerpiece and talking point for the event, which lasted from 6 a.m. to noon ET on Wednesday; its presence was much shorter than the 12 hours it took to construct the sculpture.
Naturally, the ice sculpture played upon one of recognizable of Disney icons, the fairy-tale castle associated with Disney Parks. So it’s no surprise that the event was put on to announce “Limited Time Magic” as a promotion for the theme parks.
“Limited Time Magic” features 52 weeks of fun, themed surprises to take place Walt Disney World and Disneyland in 2013.
The event focused on the fun and the fleeting, with the glistening three-story castle adding a temporary bit of magic to the area. Guests milled about, enjoying the festive atmosphere, knowing the experience would become soon become a fond memory – especially with a little help from the warm fall temperatures.
Six other ice sculptures were also part of the display, and themed to emphasis the importance of memories: a grandparent with a child, a child donning Mouse ears, a family taking a portrait, a balloon vendor, a piano and a pumpkin coach.
In addition to the photo opportunities the sculpture provided, the “Limited Time Magic” event offered music and meet and greets with Disney and Mickey, Minnie, Goofy, Pluto and Cinderella, and Merida from Disney-Pixar’s “Brave.”
Most important, the event provided a talking point for the types of surprises Disney Parks guests may expect during “Limited Time Magic.”
“Every week starting in January we will have these extra giggles, fun surprises at both Disneyland and Disney World, said Leslie Ferraro, Executive Vice President of Marking, Disney Parks Global Marketing at the event. “So it’ll be things like on Valentine’s Week, it might be a romance week where we’ll do special things there. We could do a pirate takeover. It could be a Villains dance party. It could even be something like a 3D chalk art festival.”
“Limited Time Magic” is “a way our Disney Parks, at both Disneyland and Walt Disney World resort, are going to allow our guests to have a memorable vacation,” added Jennifer Mason, Disney Ambassador. “We understand how fleeting those moments are, when our families are together. We want them to be memorable.”
Disney has already announced some of the experiences planned for “Limited Time Magic,” from themed holiday weeks to classic entertainment returning to the parks for limited engagements.
Disney has also announced its intent to use social media to keep “Limited Time Magic” in the memories of its guests. It will spread information about the campaign’s various experiences through its websites, Facebook pages, the Disney Parks Blog, and Twitter.
Visit Disney Parks for more information about “Limited Time Magic” in 2013.
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