Delivering on the Hype in Totalitaria-land

I've just returned from holiday in a totalitarian state - and I paid right royally for the pleasure. This state, in the heart of Europe, follows all the usual traits of such regimes. Uniformed foot soldiers patrol the place, different colours and styles of uniform denote their individual places in society. Rules are strictly observed and anyone not adhering is quickly brought into line with a terse command. Piped revolutionary music pervades every nook and cranny and the regime line that this is "The happiest place on earth" is uttered at every turn. Whether or not you believe that mattered not. The constant state-sponsored music, false steely smiles and platitudes from the inhabitants serve to reinforce that "truth". Some visitors have clearly been indoctrinated and they too wear tokens that demonstrate their allegiance to the state - some even come dressed fully in approved outfits - head to toe part of the regime.  

Disney - land of gripes

I hated it. My kids loved big parts of it - but it occurred to me that as a family, we had never been so snippy with one another on any other holiday. Disneyland Paris is, at present, a fading, slightly shabby place, paint peeling, attractions closed, a huge red crane towering above the pink palace and hoardings and scaffolding everywhere.

They say they are renovating, but I think it's going to take a while. The sniping comes from the constant walking, the long queues - tough for adults, but mind-numbing for five-year-olds - and the almost total lack of anywhere to just stop and rest. They don't want you to stop, but because then you won't be happy - or something. The number of seeming-attractions that turn out to be just another shop, selling overpriced Disney-tat was overwhelming and the kids soon got bored of being told, no, you can't have that.  

Delivering on Marketing Promises

I pondered on the marketing genius behind one of Europe's most-visited attractions (13.6 million per year) and whether  the hype was simply too much in this case. If you tell people they are visiting the happiest place on earth, then you had better deliver exactly that. But, looking around as I walked, and walked and queued and queued some more, I realised that our family was not the only one in a constant state of huff. We had plenty of company in that regard. So, the marketing had obviously got something wrong - despite the throngs flooding through the gates every day.

It was a salutary lesson for me that even the greatest marketing minds around are fallible. That over-promising is easy to do and that delivering on massive - and self created - expectations is difficult. Disneyland Paris will no doubt continue and I hope the renovations improve it - but I'll certainly be watching with interest over the coming months and years to see if the public's perception improves too.

Article update: 10th August. Unsurprisingly, Disneyland Paris visitor numbers are down with a quarterly dip in theme park income as reported in Travel Weekly