1. By: Melissa Dupont

2. Target Audience
 Broad
 Introduced at young age and continued through
adulthood
 Then adults introduce it to their families
 Appeals to both boys and girls
 More Specific Target are Families

3. KPI
 The goal of our campaign is to show how Disney
is a great place for people of all ages, and how it
brings families together.

4. Big Idea
 Our Big Idea is to show the memories that will be
made at Disney that will last a lifetime.
 Slogan : “Magical Memories That Last a Lifetime”
 Walt Disney’s plan was to bring families together
to cherish what they have in life.

5. Tools & Tactics
 Social Media
 Younger generations are flocking to social media
sites such as facebook and twitter.
 Disney already has one but they post quotes and
images of Disney characters.
 Instagram
 Disney can have their own instagram to show the
fun events and activities that are going on there.
 They can like peoples pictures and share them
with followers

6. Tools & Tactics cont.
 Contests
 Can use the social media sites to have a contest
 Ex: If picture gets shared then you can be entered to win a 4
night stay at a Disney Resort.
 Blog
 Families can share their magical experiences and
give testimonials.
 They can share their favorite places to eat and
where they stayed and so forth.

7. Budget
 Hard to pinpoint an exact budget because
Disney is such a huge company.
 Ad Age agency news says that Disney splits their
$1 Billion account with agencies they have.
 Ad Age also says:
 Disney also spends more than $2 Billion in U.S.
ad spending
 $399 million on measured media for Walt Disney
Pictures and more with other accounts
 Needless to say it’s no SMALL budget at least
a few million dollars to spend for this campaign

8. Summary
 Using this digital strategy Disney will see great
increases in their family vacation packages.
 Unique and experience is always something new.
 Indirectly “selling” their company but more so
selling the idea that there are magical memories
to be made with your family
 Families can relate to this and make an effort to
win contests and put in more of an effort to do so.