Digital Strategy FInal Presentation

Uploaded on


  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Disney World Resort Adult Attraction Digital Strategy By, Eshan Desai
  • 2. Target Audience •  Adults over the age of thirty. – Primarily of the ages of thirty to forty five •  Adults vacationing as couples. – Not with kids
  • 3. Key Performance Indicators •  Campaign will be a success if adults start choosing Disney World as their new couple vacation spot. •  Disney World has a plethora of kid’s attractions and business. –  Would want couples vacation business as well •  The success of this campaign can be measured in reservations made by couples alone.
  • 4. Big Idea of this Campaign •  Disney is one of the biggest and most profitable companies in the world – More than 42 billion dollars in revenue last year – 166,000 employees – More than 40 countries •  With all this success still only known as a kid’s brand
  • 5. Big Idea of this Campaign •  Keeping the success in attracted to the younger crowds. –  This campaign will revamp Disney’s persona targeting Disney World Resorts in Orlando, Florida •  The way this will be done is to create a digital marketing scheme that will target adults who are looking to go on vacation. –  Pick Disney World over another popular couples vacation spots
  • 6. Tools and Tactics •  Number of different sources and tactics will be used in this campaign – Google Adwords – Press Releases – Blogs – Social Media •  Twitter
  • 7. Tools and Tactics •  Google Adwords will be a major player in this campaign – Will input keywords such as Disney, Disney Adult Vacations, and Disney Adults – Google anticipates more than 25,000 clicks a day •  Disney’s social media will be used as well – Numerous tweeting and blogging advertising adult get-a-ways
  • 8. Tools and Tactics •  Using press releases will also be beneficial – Will inform travel sites and travel blogging sites – Will have them link back to Disney for maximum efficiency •  Press Releases will be the best way to tell travel websites because the news will go directly to them
  • 9. Budget •  Biggest point of Digital Strategies •  According to research Disney spends 1.93 billion dollars on advertising a year – 187 million dollars on Internet advertising •  With this large number, gives a Digital Agency a lot of room to play around
  • 10. Budget •  With a typical agency charging 250 dollars an hour •  And Adwords costing $1700 a day •  This campaign can be completed with a 5-10 million dollar budget. •  Will not use a bigger chunk of the 200 million for internet advertising –  Because a lot will be done by Twitter and Press releases •  Also a lot will be done on advertising already for normal Disney World stays
  • 11. Conclusion •  The Disney Empire is global leader in all it does •  Only flaw is it directs it’s amenities at one age group •  With this campaign, Disney World Resorts will be an all ages’ paradise.