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CASE STUDY:
DISNEY PARKS | EVEREST IN THE CITY ISSUE: Disney Parks needed Coyne PR to move mountains to elevate the magnitude of the anticipated opening of Expedition Everest, the newest and biggest thrill attraction at Walt Disney World. To celebrate the most exciting attraction launch to date, Disney Parks asked Coyne PR to create nationwide buzz and excitement with a compelling media event. IDEA: Coyne PR took thrill-seekers to new heights with an unbelievable pre-launch spectacular centered on creating Mt. Everest in Times Square, the media capital of the world. High above the lights of Broadway, with a backdrop of 57 stories in the air, world-renowned acrobats performed a daring aerial ballet off a pair of towering billboards spanning two skyscrapers. To support the event and launch of Expedition Everest, Coyne PR also created a strong online component to drive consumers and media to a custom website, which served as a fun and information-packed destination for those who wanted to learn more about the attraction. Disney Parks and Coyne PR teamed up to capitalize on new media technologies, as well as consumer, multicultural, and international media, to extend the message of Expedition Everest and drive consumer urgency to book vacations during a key purchase season, thus driving park attendance. IMPACT: Coyne PR climbed above expectations and generated more than 1,300 broadcast media placements, with coverage represented in 42 of the top 50 key markets for Walt Disney World. National coverage included hits on “CNN Headline News,” “Good Morning America,” CW’s “Daily Buzz,” Univision’s “Despierta America,” and Univision’s “Primero Impacto.” The campaign saw more than 180 print and online media placements including Associated Press, Reuters, United Press International, New York Daily News, New York Post, Newsday and Orlando Sentinel. |
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Travel Case Studies
