DISNEY RENAMES FRENCH THEME PARK

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PARIS-In another move to fine-tune its marketing message and brand recognition, Euro Disney will call the park Disneyland Paris in ads and other communications with clients.

A major new ad campaign by Ogilvy & Mather is still under wraps but will break in late October. Euro Disney abandoned early ads that focused on the park's size in favor of TV commercials and print ads emphasizing the magic of Disney characters from movies like "Mary Poppins" and "Aladdin."

Thus far, the name change has not been fully incorporated into ads. Current ads have been slightly modified to change the park logo by reducing the size of the word Euro, enlarging the Disneyland name and adding Paris.

The legal name of the company operating the park will remain Euro Disney.

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