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Some brands are such an integral part of culture that marketing them creates a special challenge. Disney World is one.

Enter Linda Warren, senior VP-marketing at Disney's Animal Kingdom.

The park's character lent itself to marketing opportunities, says Ms. Warren, who oversaw marketing for the Animal Kingdom five years before the park opened-and two before Disney even broke ground on the project.

The fourth and newest park is the biggest of the parks so far and features more than 1,000 animals, four million plants and a "cast" of 2,000 employees.

Before the first print and TV ads from Leo Burnett USA, Chicago, launched last fall, Ms. Warren, 43, had sent introductory tapes to travel agents. Cross-promotions with other Disney parks and McDonald's Corp. restaurants had kids clamoring by the time parents and grandparents-and increasingly important target audience-popped the video in the VCR.

The promotions continue as a travelling carnival makes its way through major U.S. cities this spring and summer, with hands-on projects and live

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