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
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.
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.
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
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.
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
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.