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Brian Bennett

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The Letter

Here is a copy of the text of the letter sent to the Magic Kingdom Club Corporate Directors (it was not dated, but was received by at least one Corporate Director on September 28, 2000):

Dear Club Director,

The Magic Kingdom Club program is changing and we want you to hear all of the exciting details directly from us.  The changes being made are based on extensive consumer research and represent our desire to redefine the relationship we have with many of our most loyal and valued guests.

On October 14, 2000, the Magic Kingdom Club will evolve into an exciting new program - The Disney Club!  For a number of years now, we have had questions about the value of the Magic Kingdom Club Corporate program, both to Disney and to Club members.  We've heard from many members who say that the discounts and offers could be more appealing.  Others say they want a more direct connection with Disney and would like to hear from us more often.  Our most frequent customers want their loyalty recognized and rewarded by Disney.  In a number of ways, the new program addresses these concerns.  We believe that once you become familiar with The Disney Club, its increased value will be apparent.

While the Magic Kingdom Club was heavily focused on theme parks, The Disney Club offers members expanded company-wide benefits that reflect Disney's diverse offerings beyond traditional theme park savings.  Some of the privileges Club members will receive include: members-only previews of new offerings, including our newest Theme Park, Disney's California Adventure; discounts at the Disney Store, The Disney Catalog and the Disney Store.com; Special offers on Disney videos and DVDs; and preferred access to select Disney theatrical performances such as The Lion King and Disney on Ice.  Discount and unique vacation packages to Walt Disney World® Resort in Florida and the Disneyland® Resort in California will remain key components of the program.  In addition, members will have a members-only website and will receive monthly mailings which include special Club offerings.

In order to provide our members with these high level benefits, it is necessary to charge a fee.  But the traditional benefits we will provide to members on a monthly basis will increase so much that we are confident most members will find they are repaid for their membership fee investment many times over.  We truly believe that anyone trying The Disney Club for a year will find they are getting an excellent value.

In a couple of weeks, you will be receiving additional information on this exciting new program.  The enrollment forms you receive will offer The Disney Club program to your employees for $29.95 - a savings of $10 off the general public price!  This same enrollment form will also offer the Disney Sampler, a FREE sampling of the exciting offers available to them through The Disney Club membership.  The Disney Sampler is a sheet of value-added coupons - coupons that will give your employees a peek at many of the things The Disney Club has to offer!

We hope you're as excited about The Disney Club as we are!  We have appreciated your participation in the Magic Kingdom Club and look forward to working with you in the future.

National Headquarters / P.O. Box 4489 / Anaheim, California 92803-4489 / 714-781-1550
Part of the Magic of the Walt Disney Company®

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