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CASE STUDY:
DISNEY DISNEY PARKS CELEBRATES THE VOLUNTEER SPIRIT WITH “GIVE A DAY, GET A DISNEY DAY”! ISSUE: Disney Parks turned to Coyne PR for media magic surrounding the park’s 2010 campaign announcement. IDEA: As part of Disney Parks’ “What Will You Celebrate?” campaign launched last year, Coyne PR was tapped to help kick off Disney’s newest program for FY 2010. On September 29, Disney Parks and HandsOn Network, the nation’s largest volunteer network, officially launched a campaign that celebrates the volunteer spirit with a simple proposition: “Give a Day, Get a Disney Day.” That is, for every person who gives a day of volunteer service, they receive a free one-day admission ticket to a Walt Disney World Resort or Disneyland Resort theme park. Coyne PR worked their creative minds to create some magical media attention. The team provided strategic PR counsel and support during planning and development phases as well as handled media strategy and execution for Disney’s top 30 markets, including Canada and Puerto Rico. The ultimate goal was to reach every family demographic and makeup with the message: “Give a Day, Get a Disney Day.” The team carried out a colossal task of researching and identifying national and local volunteerism statistics and trends in Disney’s top 30 markets and worked closely with HandsOn affiliates in each city. Coyne PR uncovered an abundance of information on traditional volunteering, community service, family and youth volunteering, corporate social responsibility/volunteering as well as local charitable organizations in need and community-based projects. Detailed geographic and demographic data was critical to the research process. Based on the findings, Coyne PR developed a top 30 regional media strategy. The multi-tiered media plan commenced the morning of 9/29 with announcements on “Good Morning America”, “Despierta America” (the country’s No.1 Spanish language TV show) and Canada’s “Salut Bonjour” (Canadians’ leading morning show), followed by an Associated Press feature story. Local market events took place simultaneously in Chicago, Miami, Atlanta, Los Angeles as well as three Canadian markets. Coyne PR pitched all national and top-30 local market media securing more than 1400 hits including print, online, television, radio, Disney and volunteer fan sites and mommy/travel bloggers. IMPACT: The coverage was overwhelming – and – a wonderful situation to be in. That morning, the Associated Press article was the most e-mailed story on USAToday.com and the third most e-mailed on Yahoo!News.com. In addition to “Good Morning America” and “Despierta America,” Coyne PR secured national segments on CNN, MSNBC and CBS Morning News, to name a few. Print and online highlights include The Huffington Post, New York Times online, ABC News online, MSNBC.com, Reuters Blog, MSN.com, Perez Hilton, 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. It is still too early to report the final number of hits and impressions – but together, Disney Parks and Coyne PR certainly provided extraordinary media coverage for a good cause: celebrating the good deeds other do. |
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Cause Marketing Case Studies
