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CASE STUDY:
DISNEY PARKS BUZZ LIGHTYEAR GOES "TO INFINITY AND BEYOND!" ISSUE: Coyne PR was challenged to create a buzz about the opening of “Toy Story Mania!” at Walt Disney World and Disneyland. IDEA: Disney Parks partnered with the National Aeronautics and Space Administration (NASA) and launched a global campaign sending Buzz Lightyear “to infinity and beyond!” –literally to space – a dream come true for the beloved space ranger. As part of the partnership, Disney Parks also developed a new educational series for students and teachers. The team at Coyne PR implemented a multitiered media outreach strategy leveraging Buzz Lightyear, the doll, and a creative mailing to pique the media’s interest. Following Buzz Lightyear’s historic launch, Disney Parks and NASA worked with Astronaut Greg Chamitoff aboard the International Space Station to coordinate Buzz’s first communication to Earth in a downlink from the International Space Station to Disneyland Resort to celebrate the opening of Toy Story Mania! at California Adventure. IMPACT: In addition to five Associated Press stories, the program generated global media interest with coverage across 15 countries including Japan, Romania, Australia, Brazil, Canada, and the United Kingdom. Campaign efforts generated more than 845 unique online placements, 390 broadcast hits and nearly 100 print stories for a grand total of more than 1,300 placements (and growing) and more than 1.8 billion in viewership and circulation. |
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Travel Case Studies
