Disneyland Paris plans £7m Space Mountain ads

by Ben Carter, Marketing 09-Mar-05, 14:47

Disneyland Resort Paris is planning a £10m (£7m) promotional campaign to back the relaunch of its Space Mountain attraction.

It has hired The Bank to develop the activity following a pitch against incumbent Leo Burnett. The work will include TV and print ads in the UK, France, Belgium and the Netherlands. It is understood to be the first time Disney has hired a non-roster agency to devise a pan-European campaign for the resort.

The Bank, which is headed by former Conservative Party marketing director Will Harris, will use Leo Burnett's network to distribute the creative across the continent.

Disneyland Resort Paris has revamped the Space Mountain attraction to mark its 10th anniversary. Called Space Mountain: Mission 2, the ride will offer visitors a 'zero-gravity' experience. Its reopening next month will be accompanied by a live concert.

The relaunch is the first phase of a redevelopment of the theme park as it seeks to repay some of its EUR2bn debt.

Neither Disney nor The Bank would comment on the plans.