Sylvania is sponsoring the “It’s a small world” attraction at Disneyland Resort in Anaheim, Calif. The deal, which includes the attraction’s first-ever illuminated marquee, is part of a 12-year agreement between The Walt Disney Company and Siemens.
The agreement includes marketing and promotional rights, attraction sponsorships and a promotional presence that features Siemens products and services at Walt Disney World Resort in Florida and Disneyland Resort in California. Siemens also is the sponsor of the Epcot icon, SpaceShip Earth.
“The deal between Disney and Sylvania’s parent company, Siemens, brings together the world’s leading family entertainment company with a premiere global technology and infrastructure company,” Mike Colotti, vice president of brand management and marketing communications for Sylvania, tells Marketing Daily. “In addition to marketing and promotional campaigns, our companies work together to develop and integrate Sylvania lighting technologies into Disney attractions and throughout its resorts.”
The illuminated marquee — the only change to the attraction — will brighten the overall experience for guests, and is slated for installation in early 2010. The design is a visual celebration of what the attraction represents — the happy spirit of children everywhere, according to Sylvania.
Disney’s “It’s a small world” originally was created for the 1964 New York World’s Fair as an exhibit that would benefit UNICEF, which is dedicated to the welfare of children all over the world. The attraction moved to its Anaheim home in 1966. It contains more than 300 Audio-Animatronics figures, representing children around the globe. It also features more than 250 toys and 80 animated props.
Sylvania also sponsors “IllumiNations: Reflections of Earth” and the “Osborne Family Spectacle of Dancing Lights” holiday show at Walt Disney World. Recent collaborations include promotions for the Sylvania Micro Mini CFL with “Wall-E” and “Tinkerbell” retail displays.