|
CASE STUDY:
WORLD OF DISNEY |
HANNAH MONTANA FOR WORLD OF DISNEY ISSUE: The Coyne PR team was challenged to generate consumer awareness (and excitement!) as well as media coverage for Miley Cyrus’ appearance at World of Disney New York City celebrating the release of her solo debut album, “Hannah Montana 2/Meet Miley Cyrus”, and DVD, “Hannah Montana Pop Star Profile.” A tween sensation and beloved Disney star, Coyne worked in tandem with Disney Channel and World of Disney to create a magical and memorable meet and greet for both the media and Miley’s fans. IDEA: The team developed and implemented an aggressive multi-tiered strategy targeting New York-metro media to drive in-store attendance, secure national entertainment broadcast for one-on-one interviews with Miley and national print photo opportunities. Coyne PR was onsite throughout the day to oversee and assist media and fans. Coyne’s efforts continued following Miley’s grand exit, as the team developed and distributed pitches to New York-metro dailies, including “Page Six” of the New York Post and NY Daily News. The team also distributed event images to entertainment magazines, paparazzi, newswires and other print and online media, resulting in coverage by WHTZ-FM NY “Z100,” Wireless News Flash and YouTube. IMPACT: Coyne PR generated more than 60 million consumer media impressions including national broadcast coverage of Miley’s in-store appearance on “Access Hollywood,” “Entertainment Tonight,” “The Insider” and “Inside Edition.” The results extended far beyond New York, reaching daily newspapers from The Los Angeles Times to the Chicago Tribune. More than 1,500 tweens and kids visited World of Disney for a chance to meet Miley, who signed nearly 800 autographs during her three-hour appearance. |
|
Retail Case Studies
