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MYSTERY SHOPPER


a force to be reckoned with?


Disney’s Star Tours relaunched in May as a 3D experience. BRC’s Christian Lachel visits the attraction to find out if its force is still strong


S


tar Tours originally opened in Tomorrowland at Disneyland, California in 1987. This wildly popu-


lar simulator attraction, based on George Lucas’ Star Wars franchise, had become out of date with the current generation and the latest films. To address this issue, Disney re-launched the experience in May as Star Tours: The Adventures Continue 3D simulator attraction. The updated attraction celebrates the


larger Star Wars universe created by the latest films and adds new special effect features and environments to the overall experience. The attraction now includes digital 3D media and new characters, desti- nations and adventures that are enhanced by an updated simulator platform. One of the key features that everyone


talks about is the various adventure scenar- ios that are possible within the attraction – a total of 54 different combinations. The


LOCATION: Disneyland, Anaheim, California (Disneyland Resort). OPENING HOURS FOR RIDES AND ATTRACTIONS: 8am to 6pm ADMISSION PRICES – SINGLE DAY FOR DISNEYLAND: $80 (£52, E60) ages 10 and above; $74 (£47, E55) for children ages three to nine


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sequences are randomised giving the attraction a branching narrative, which encourages repeat visitation and adds enormously to the fun.


MaRkeTing Star Tours: The Adventures Continue marks the seventh collaboration between Disney and George Lucas’ LucasArts. Both are brilliant at marketing their unique IPs and the combination of the two companies is successful once again. The marketing of the attraction took place early, long before the attraction opened, exciting fans with nuggets of information at Disney’s fan-dedicated conference D23. The early press rippled through the Star Wars fan universe and the race was then on to get the updated attrac- tion opened as quickly as possible. As well as early fan-focused announce- ments, Disney ran commercials and promoted the experience across all of its media outlets including the web. Marketing within the park includes striking preview posters in the entry tunnels to Disneyland, promotion within the map and guidebook, large murals within Tommorowland and modern and bold environ- mental graphic signage around the exterior of the attraction.


Read Attractions Management online attractionsmanagement.com/digital


aCCeSS anD Signage Access to Star Tours: The Adventures Continue is located conveniently near the entrance to Tomorrowland. The attraction is clearly marked with a tall, futuristic spire structure that includes an integrated mar- quee sign and enhanced lighting effects. Ample stroller parking is available adja-


cent to the attraction. As visitors approach the attraction, the directional and infor- mational signage is clear to find with nice detailing. The signage has superb design touches, including brushed metal framing, integrated LED timing boards and high


AM 4 2011 ©cybertrek 2011


ALL PHOTOS: © DISNEY


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