As a travel agent selling Disney, you may wonder why “dreams” have taken center stage for our newest celebration. Why are they so important? And what does it mean for me?

Keep reading for a “behind the dreams” look at this first-of-its-kind campaign – from fundamental research to fantastic reality.

“The 50^th Phenom”

“The Happiest Celebration On Earth” marked more than just the 50^th anniversary of the Disneyland® Resort. It was also the first time that Disney Parks joined together from around the world to celebrate a historic milestone. And the result was phenomenal!

Through the use of global messaging and visual icons, the celebration was easily grasped by millions of people … from Houston to Hong Kong. This one, organizing idea resonated with consumers because it was simple and spoke to the heart of our 50^th anniversary.

In short, the “Happiest Celebration On Earth” showcased the power of one idea translated on a global scale. But it also highlighted the need for relevance.

We knew our next campaign needed to inspire Guests by talking to them about what matters most. Namely, their wishes. Their desires. And their dreams.

Transforming the Ordinary to the Extra ordinary

We started by talking with Guests from all over the world. We polled pirates in Pittsburgh, interviewed cowboys in Coventry and spoke with would-be space rangers in Spain.

What they told us was remarkably similar … no matter which corner of the globe they were from.

Our Guests said that visiting a Disney Park was unlike any other entertainment experience around. They told us that each of our destinations was like “entering a new world.” It was a transformation. An escape from the worries of their daily lives to a place where dreams come true.

And whenever Guests described this experience, they used the same words spoken in many different languages. Words like “magic,” “fantasy” and “wonder” – just to name a few.

This research, combined with the success of “The Happiest Celebration On Earth,” gave us a new way to talk with Guests about their Disney experience going forward.

“Where” Speak

This is the unifying message that speaks to the heart of each Disney Park experience. You may have already seen some examples in advertisements or newspapers. Others can be found on this website.

We call it “where” speak … and it's our way of capturing those transformational experiences as they occur. Each “where” phrase is accompanied by a photo – a moment – that shows Guests leaving their ordinary lives and entering the extraordinary worlds of immersive, fantasy-driven magic.

These moments of transformation serve as our own unique message. It's a message that's easily understood by millions of people around the world.

So, whether your Clients are planning their first Disney vacation – or returning to experience it again – they're sure to arrive at a magical place. The place where dreams come true.