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CASE STUDY:
WALT DISNEY WORLD | MAGIC YOUR WAY ISSUE: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989. IDEA: The result was a campaign that maximized launch day by utilizing tools to deliver a controlled message, yet allowed media coverage to dissipate over a two-day period, yielding the opportunity for more in-depth coverage to appear on the travel pages during key booking season. An advance print exclusive was secured with the Associated Press, while a video news release with a compelling visual was created to carry broadcast coverage. Coyne enlisted a professional card-stacker to build a Guinness World Record replica of the famed Cinderella Castle made entirely of Walt Disney World park tickets. Coyne secured immediate nationwide media coverage of the new ticket plan, and as planned, the coverage dramatically decreased within two days of the launch. IMPACT: Coverage included more than 1,000 balanced radio and television stories, including CNN Headline News, reach an audience of nearly 40 million and 123 print articles, including Associated Press, The New York Times, Los Angeles Times, USA Today and the Orlando Sentinel for an audience of more than 82 million. |
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Travel Case Studies
