Walt Disney Pictures is pushing its latest Santa Claus franchise with a 45 million-piece mailing from Valpak and a sweepstakes dangling the chance to win a holiday family reunion.

Valpak is branding its envelopes with Disney's The Santa Claus 3: The Escape Clause, now playing in theaters. To support the film, Valpak is rolling out a sweepstakes overlay for a chance to win a holiday family reunion for 10 from NWA World Vacations. Details are inside mailers, which will be distributed through November. The sweepstakes is also available at Valpak.com.

In addition, Valpak envelopes carry an instant-win component for a chance to win a voucher redeemable for free movie tickets.

"The Valpak audience loves entertainment and our unique direct mail partnership will create a great deal of fun and excitement for consumers," Melissa Fisher, Valpak's senior VP-marketing and communications, said in a statement.

In The Santa Claus 3: The Escape Clause, Scott Calvin fulfills the roll of Santa juggling a house full of family and the mischief of Jack Frost, who tries to take over the holiday.

The promotion marks the second for Disney for ValPak. The direct marketer sent out 40 million movie-themed mailers and dangled a sweepstakes for a trip to the Caribbean (PROMO Xtra, June 15, 2006).

The sweepstakes ends Dec. 18. Online materials support. Valpak handles with Disney and distributor Buena Vista Pictures.

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