Tag: Lou Mongello

Back in the mid-1960s Walt Disney was busy building his latest daring venture, which he called the Florida Project. The Disney Company had acquired 57 square miles of land in central Florida where Walt envisioned a huge family entertainment complex. To keep ahead of the constant demand for cash the Disney Company entered into partnerships with a number of companies and groups who "sponsored" different aspects of the project. One of those partnerships was with the Florida Citrus Commission, which would sponsor a $3 million pavilion in Adventureland and a massive marketing campaign began using the little Orange Bird.