GIVE A DAY, GET A DISNEY DAY for Walt Disney

Adsarchive » Promo , Case study » Walt Disney » GIVE A DAY, GET A DISNEY DAY

GIVE A DAY, GET A DISNEY DAY

Pin to Collection
Add a note
Industry Leisure Parks
Media Promo & PR, Case study
Market Canada
Released July 2012

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: DISNEY PARKS
Product/Service: THEME PARK
Vice President, Global Public Relations: Craig Dezern (Disney Parks)
Senior Vice President: John Gogarty (Coyne Public Relations)
Assistant Vice President: Lauren Mackiel (Coyne Public Relations)
Media placement: TV - "Good Morning America," "Despierta America," "Salute Bonjour," CNN, ABC, MSNBC A - 29 September 2009
Media placement: Print - NY Daily News, Newsday, Arizona Republic, Dallas Morning News - 29 September 2009
Media placement: Online - The Huffington Post, New York Times Online, PerezHilton.com, MSNBC.com, Etc. - 29 September 2009

Summary of the Campaign
Having launched 'What Will You Celebrate?' in 2009, providing guests a free park ticket on their birthday, Disney Parks looked to recognize and celebrate the contributions people make to their communities every day by celebrating volunteers. Through a partnership with Hands On Network, the nation’s largest volunteer network, the team created 'Give a Day, Get a Disney Day', providing 1 million volunteers with a free admission ticket to a domestic Disney park. An extensive media plan was developed, including eight simultaneous kickoff events across the U.S. and Canada, driving coverage for the day of announcement with overwhelming media results. In addition to Good Morning America, Despierta America and Canada’s Salute Bonjour, the team secured national segments on CNN, MSNBC and CBS Morning News, to name a few. Print and online highlights included The Huffington Post, New York Times online, ABC News online, MSNBC.com, Reuters Blog, MSN.com, PerezHilton.com, Los Angeles Times online, NY Daily News, Newsday, Arizona Republic, Dallas Morning News – the list goes on to include coverage in Disney’s top 30+ markets, as well as Canada and Puerto Rico. In fact, the Associated Press article was the most e-mailed story on USATODAY.com and the third most emailed on YahooNews.com!

The Goal
Objectives included generating national broadcast, print and online coverage announcing 'Give a Day, Get a Disney Day' on September 29, and in Disney’s top 30 markets, Puerto Rico and Canada. The campaign was designed to engage a range of audiences, from Disney enthusiasts and parents with children to volunteers and HandsOn affiliates nationwide. The team utilised various research tactics, including custom surveys, focus groups and volunteering industry reports to craft a newsworthy program. The research uncovered volunteering needs as well as findings that could be pushed to media.

Results
On September 29, the Associated Press article was the most e-mailed story on USATODAY.com and the third most e-mailed on YahooNews.com. In addition to Good Morning America, Despierta America and Canada’s Salute Bonjour, the team secured national segments on CNN, MSNBC and CBS Morning News, to name a few. Print and online highlights included The Huffington Post, New York Times online, ABC News online, MSNBC.com, Reuters Blog, MSN.com, PerezHilton.com, Los Angeles Times online, NY Daily News, Newsday, Arizona Republic, Dallas Morning News – the list goes on to include coverage in Disney’s top 30+ markets, as well as Canada and Puerto Rico. The 'Give a Day, Get a Disney Day' programme launch generated more than 3,500 placements in print, broadcast and online, generating approximately 500+ million impressions. The results successfully reflect the strategy and planning, and well-exceeded the team’s expectations.

Execution
The team designed and executed unique kickoff events in all eight launch markets to target specific media verticals on September 29 – e.g., Teri Hatcher and James Denton were on hand in Los Angeles to attract top entertainment media. An in-depth regional pitch plan was created for the top 30 Disney markets, featuring volunteer opportunities and supporting statistics per market. To pique media interest, a creative Disney character-themed volunteer kit was developed and mailed to media nationwide, arriving the morning of the announcement. The team leveraged Hands On Network executives in each market as volunteer authorities for interviews. The team secured exclusives with Good Morning America and Despierta America and Salute Bonjour in Canada to break day-of launch. Events were followed by an Associated Press feature story and PR Newswire distribution.

The Situation
Disney Parks, a worldwide leader in family vacation destinations, successfully launched 'What Will You Celebrate?' in 2009, where guests received a free park ticket on their birthday. In 2010 Disney Parks looked to add another reason for celebration: the contributions people make to their communities. Partnering with Hands On Network, the team developed 2Give a Day, Get a Disney Day", a campaign celebrating the spirit of volunteerism with a simple proposition: 1 million people who volunteer for a participating organization receive a free one-day ticket to a Walt Disney World Resort or Disneyland Resort theme park.

The Strategy
Ultimately, Disney needed to reach every family demographic with the message 'Give a Day, Get a Disney Day'. It required a partnership with Hands On Network; breaking the story on national television on September 29, and in Canada; simultaneous kickoff events in eight Disney markets (i.e. Chicago, Los Angeles, Miami, Atlanta and Canada – Toronto, Montreal, Halifax and Vancouver); an Associated Press exclusive; a national PR Newswire push; and a grassroots media strategy to generate coverage in Disney’s top 30 markets – leveraging demographic/geographic findings from the research to create a unique news hook for each market. In addition to traditional tactics, social media outlets, such as YouTube, Facebook, The Disney Parks Blog, Twitter, Walt Disney World Moms Panel, and more, were utilised to amplify the story.