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Disney lures Brits to Paris

Published on .

Disneyland Paris is telling U.K. consumers accustomed to travelling to Disney World in Florida that "The Magic is closer than you think" in a new print and outdoor ad campaign breaking today. The multimillion-dollar campaign from Ogilvy & Mather Direct, London, follows research by Disneyland Paris showing "more people from the U.K. visit Disney in Florida than any other European country." The U.K. campaign is the first to target U.K. consumers exclusively. Similar campaigns may be used in other countries. Disney will use 2,600 outdoor sites across the U.K. through May 15. The print ad campaign will run through May 12. At London's Waterloo Station, where the Eurostar train leaves for Paris via the Channel Tunnel, a two-section poster says in one section: "Guess who's waiting for you at the other end of the tunnel?" Part of Mickey Mouse's head appears in the second section by way of an answer.

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