Disney Parks Campaign Borrows Family 'Memories'

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Disney is trying a new marketing strategy: user-generated content. The iconic brand is introducing a new campaign, which incorporates photos and home videos of real consumers visiting its parks and resorts.

As the name suggests, “Let the Memories Begin,” the campaign focuses on the memories families create when they come to Walt Disney World and Disneyland. Disney hopes consumers will relate to the people in the ads since they’re not actors, but real families that have shared their experiences.

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