Issue: Disney Parks asked Coyne PR to create consumer excitement for its “Year of a Million Dreams” celebration.

Idea: Coyne PR came up with the perfect idea that clicked with consumers and media alike. Disney Parks partnered with CareerBuilder.com to conduct a national consumer employment survey which showed that four out of five U.S. workers are still searching for their dream job. The campaign featured an online promotion -- the CareerBuilder.com and Disney Parks 2007 Dream “Job” Search. Dream job applicants submitted their video “resumes” to become pirates, parade performers and princesses in waiting, among other positions. Consumers nationwide voted to select winners who won trips to Disney Parks to “work” in their dream job.

Impact: The campaign yielded features in USA Today, Los Angeles Times, Houston Chronicle, San Francisco Chronicle, The Boston Globe, Miami Herald and Reuters. Media coverage for the six-month program exceeded 600 stories and 134 million media impressions, as well as 71 million Web site visits; in fact during the month-long voting phase alone the promotional site had nearly 1 million page views.