DISNEYLAND GOES NATIONAL WITH TELEVISION ADVERTISING

Starting Jan. 1, Disneyland began running its first national television spots in years. The company usually targets only the western United States. "This is the biggest piece of news we've had in 45 years," said James J. "J.J." Buettgen, senior vice president, marketing, for Disneyland Resort.

The ads don't highlight any specific attractions. They use Disneyland as a reference point, and they focus on the essence of the park--the fun of California.

"While there's a lot going on here in Anaheim -- Disney's California Adventure, Downtown Disney, and the rebirth of the Anaheim resort area -- the ads are focusing exclusively on Disney's California Adventure," Buettgen said. "The reason we're doing that is that it is the single biggest piece of news. We're trying to change people's perception of Disneyland and the Disneyland resort. After 45 years, everybody knows about the Happiest Place on Earth, we want people to know we have a new and separate theme park."

The demographic Buettgen is targeting is very similar to Disneyland --families.

This also serves as Anaheim's coming out, after $100 million-plus of improvements to the Anaheim Convention Center and extensive infrastructure and roadway improvements.