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CASE STUDY:
DISNEY PARKS DISNEY PARKS CELEBRATES THE VOLUNTEER SPIRIT WITH “GIVE A DAY, GET A DISNEY DAY”! ISSUE: Disney Parks asked Coyne PR to lend a hand to create some media magic surrounding the park’s 2010 campaign announcement. IDEA: As part of the “What Will You Celebrate?” campaign for Disney Parks, Coyne PR was tapped to help kick off Disney’s newest program for 2010: “Give a Day, Get a Disney Day.” Disney Parks and HandsOn Network partnered to celebrate the volunteer spirit with a simple proposition: every person who gives a day of volunteer service in 2010 can receive a free one-day admission ticket to a Walt Disney World Resort or Disneyland Resort theme park. Coyne PR provided strategic PR counsel and support during the planning and development phases, and handling media strategy and execution for Disney’s top 30 markets, including Canada and Puerto Rico. The ultimate goal was to reach Disney’s Target audience - every family with the message “Give a Day, Get a Disney Day.” The launch commenced early on the morning of September 29th with announcements on “Good Morning America,” “Despierta America” (the country’s No.1 Spanish TV show) and Canada’s “Salut Bonjour” (the country’s leading morning show), followed by an Associated Press feature. Local market events took place in Chicago, Miami, Atlanta and Los Angeles, as well as three Canadian markets. Coyne PR pitched all national and top 30 local market media, securing more than 1,400 hits including print, online, television, radio, Disney-centric fan sites, as well as mommy and travel blogs. IMPACT: That morning, the Associated Press article was the most e-mailed story on USAToday.com and the third most e-mailed on Yahoo!News.com. In addition to “Good Morning America” and “Despierta America,” Coyne PR secured national segments on CNN, MSNBC and “CBS Morning News,” to name a few. Print and online highlights included The Huffington Post, New York Times online, ABC News online, MSNBC.com, Reuters Blog, MSN.com, Perez Hilton, Los Angeles Times online, NY Daily News, Newsday, Arizona Republic, Dallas Morning News – and also included coverage in Disney’s top 30+ markets, as well as Canada and Puerto Rico. In total, the “Give a Day, Get a Disney Day” program launch generated more than 3,500 print, broadcast and online placements, with an overall reach of more than 500 million views. |
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Travel Case Studies
