Mechanic? CPA? You may be next on Disney’s list

For expanding its brand-advocate pool, Disney’s had one heck of a year -- and HSM2 can't claim all the credit. The company’s outreach efforts...

For expanding its brand-advocate pool, Disney’s had one heck of a year -- and HSM2 can't claim all the credit. The company’s outreach efforts as a whole have been so simple, so in step with societal trends, they’d be borderline embarrassing, really, if they weren’t so on the mark.

Thursday, for example, Disney launched a nationwide search for 12 moms, to serve on its first online “Walt Disney World Moms Panel.” Set to go live in January 2008, the interactive panel/Web site will feature insider tips, “valuable park insights,” and family vacation-planning tools provided by the Mickey-gripped moms; panelists will also answer site visitors’ specific Disney questions. (Entry qualifications are here … though not spelled out exactly, it does appear that “moms” can be dads.)

But moms aren’t Disney’s only brand-advocacy targets. To cater to America’s ever-increasing Hispanic community – in particular, its blossoming young women -- earlier this year, Disney parks began offering "traditional" Quinceanera celebrations. Because what’s more traditional than an emotional coming-of-age ceremony with a Cinderella Castle backdrop, an enchanted carriage arrival, and light but lavishly displayed buffet (with special kids' table appearance by Daisy Duck)?

The list goes on: Disney’s hooked the calorie-counters and cigarette-shunners; it almost had the mass-market wine drinkers, too, until – at the very last minute – it yanked its eagerly anticipated Ratatouille Chardonnay from Costco shelves. Still, it’s an impressive lot ... Any guesses as to who’s next on the brand-advocate roster?

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