Hollywood actor Johnny Depp will get to do a spot of swashbuckling in company with a singing mermaid and a talking sports car next month as part of Disney's first overarching marketing campaign to push its DVDs on to consumers' Christmas lists.
Depp, in the role of Captain Jack Sparrow from the Pirates of the Caribbean film series, features alongside Ariel, the Little Mermaid, and characters from Pixar's summer blockbuster Cars in the marketing activity, which is backed by a six-figure budget.
Trade advertising starts next month, followed by heavyweight TV, press, cinema and online advertising from October. The aim is to target a variety of age groups in the run-up to the festive season, in a bid to emphasise the range of movies available. Disney will be supporting retailers with in-store point-of-sale and display material to encourage consumers to buy.
The campaign is based around the theme of letters to Santa and carries the strapline 'Make dreams come true this Christmas with Disney DVD'. The range of titles featured includes classic animations such as Lady and the Tramp, special editions such as The Chronicles of Narnia: the Royal Edition, as well as Pirates of the Caribbean: Dead Man's Chest, Cars and the Little Mermaid.
Senior brand manager Carolyn Spivey said: "The Disney brand with all its magic and adventure is already synonymous with the enjoyment of the Christmas season.
"We are working with retailers to ensure that our extensive Disney DVD collection, from classic animations to brand new family adventures, is showcased effectively. This campaign is about underlining that we really do have a gift for everyone this Christmas."
Depp, in the role of Captain Jack Sparrow from the Pirates of the Caribbean film series, features alongside Ariel, the Little Mermaid, and characters from Pixar's summer blockbuster Cars in the marketing activity, which is backed by a six-figure budget.
Trade advertising starts next month, followed by heavyweight TV, press, cinema and online advertising from October. The aim is to target a variety of age groups in the run-up to the festive season, in a bid to emphasise the range of movies available. Disney will be supporting retailers with in-store point-of-sale and display material to encourage consumers to buy.
The campaign is based around the theme of letters to Santa and carries the strapline 'Make dreams come true this Christmas with Disney DVD'. The range of titles featured includes classic animations such as Lady and the Tramp, special editions such as The Chronicles of Narnia: the Royal Edition, as well as Pirates of the Caribbean: Dead Man's Chest, Cars and the Little Mermaid.
Senior brand manager Carolyn Spivey said: "The Disney brand with all its magic and adventure is already synonymous with the enjoyment of the Christmas season.
"We are working with retailers to ensure that our extensive Disney DVD collection, from classic animations to brand new family adventures, is showcased effectively. This campaign is about underlining that we really do have a gift for everyone this Christmas."
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