Siemens uses Epcot as brand-building platform

Posted Wednesday, February 27, 2008 10:56 AM | Contributed by Jeff

Visitors to the newly updated Spaceship Earth ride at Epcot might experience the ride and miss the show. Or they might experience the 26-year-old ride with a few new updates and spins, and catch the bevy of interactive games in the post-show area. And still, they might neither notice nor care about the real significance of the deal behind them, a pact that ties Walt Disney World and the global technology company Siemens AG with the kind of multifaceted partnership that illustrates how Disney World sells itself not just as a theme park but also as a marketing venue for all sorts of companies.

Read more from The Orlando Sentinel.

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Wednesday, February 27, 2008 11:03 AM
You know, Walt and I were just talking about this last week while at Epcot. Seemed like a strange choice considering it's a tourist market

It's also interesting how Epcot can do marketing without it being offensive and distracting like a certain chain.

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Wednesday, February 27, 2008 11:25 AM
Siemens also advertises a lot on TV. And like BASF, those spots always have me scratching my head as to why they are broadcast marketing like that. I can understand Lays potato chips...and perhaps BASF back when I had a tape recorder (I remember coveting their metal tapes)...but most folks aren't in the market for medical equipment or much of the other high end stuff they offer.
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Wednesday, February 27, 2008 2:42 PM
Well, not offensive or distracting, except for the logo on Spaceship Earth after Illuminations. :)
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Wednesday, February 27, 2008 6:05 PM
Siemen's sponsorship of Spaceship Earth is a front for Siemens' primary profit making entity:

MILITARY SALES

Siemens' primary sales are to the military: plutonium and electronic communication systems, this according to their annual report.See the film "Charlie Wilson's War".
*** This post was edited by Bill 2/27/2008 6:06:53 PM ***

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Thursday, February 28, 2008 9:12 AM
Siemens is like the European equivalent to GE. They make (or co-brand) all kinds of stuff. Military equipment all the way down to home telephones. I think Fujitsu/Siemens may be the largest European computer manufacturer.

It's weird they would decide to spend so much on advertising in the states. I don't think most of their products are available here. Although considering how much DW is an international destination, it kinda makes sense.

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Sunday, March 2, 2008 8:56 PM
Spaceship earth is something of a tradition of ours---it was the first ride we ever went on as a family in our first WDW visit. Even so, I wasn't sure if these changes to the attraction would be a big deal. After all, it's still a glorified dark ride, right?

My nine year old daughter---who would power-ride RnRC and ToT for the week if I let her---got off it and said something I've never heard her say before:I want to ride that again, and I don't care how long the line is.

The your-faces-on-a-video ending that the purists decry was a gold-plated hit with her.
*** This post was edited by Brian Noble 3/2/2008 8:57:17 PM ***

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