The campaign will include a series of television commercials, press and poster advertising, digital, retail, direct marketing and PR activity.
The ads focus on the one-year festival, and feature the strapline “They’re Landing”. Each of the TV commercials will focus on a different character from the New Generation line-up, with the print and outdoor campaigns drawing on their experiences once they’ve landed in France. It will include 2D and 3D animation scenes, as well as footage filmed from Disneyland Park in California. Euro RSCG has created the ads.
The first wave of the campaign will start on 1 March and run until the end of April, with the second wave of activity starting in May and lasting throughout the summer.