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CASE STUDY:
DISNEYLAND CELEBRATION | GOLDEN EARS CELEBRATION ISSUE: Disneyland Resort turned to Coyne PR to develop a fun and strategic campaign showcasing the classic attractions and characters from Disneyland via a national consumer and celebrity survey. IDEA: To highlight Disneyland’s 50th anniversary, Coyne created the “Golden Ears” survey that celebrated the rich history, traditions and favorite attractions and characters from the resort. The national survey polled more than a thousand adults to find out if they connected more with Mickey or Goofy, and if Space Mountain still had the cache as one of America’s favorite thrill attractions. Additionally, celebrities from Peyton Manning to Courtney Cox added their votes to the national poll. The survey was part of a “Golden Ears” press kit, which captured the iconic park’s golden anniversary. Personalized Golden Mouse Ears were sent to just about every news anchor, radio host and travel writer/producer in the U.S. for on-air opportunities. IMPACT: Coyne PR generated golden results with more than 800 media placements, featuring 600+ television and radio hits across the top 50 key markets for Disneyland. National coverage included spots on “The Insider,” the WB, and “E! News Live.” The campaign received more than 200 print and online media placements including Associated Press, Washington Post, Orange County Register, Newsday, Chicago Tribune, Dallas Morning News and LA Daily News. |
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Entertainment Case Studies
