Gulf Coast PR Maddy Clark, Caitlyn Lupton, Taylor Harrison, Kirby Kordsmeier, Nandi Musengwa

Our Company: Walt Disney World Magic Kingdom, Animal Kingdom, Hollywood Studios and Epcot One of the most visited destinations in the world with 54 million visitors in 2015

Situational Analysis Lower attendance in summer of 2016 Universal Studios & Busch Gardens are biggest competition High ticket prices, limited target audience Strong customer base, great app, Food & Wine Festival, new Star Wars attractions, recent purchase of Lucasfilms and Marvel

The Big Idea! Drive2Disney Changing the demographics of park attendance App features will make going to Disney more interactive and engaging Capitalizing on nostalgia Connecting through the magic of Disney!

Audiences Young adults, ages 18-25 Dependent on technology Very social Age at which most people attend a university Young men needed to be primary audience for some tactics

Message/Slogan/Theme Disney is not just for children and their parents Slogan “Adulting at Disney has never been easier!” Theme “You haven’t outgrown Disney!”

Tactic 1: Press Release Explains Drive2Disney app Explain different features of the app Helps get the word out about the new Disney app

Tactic 2: YouTube Commercial Short advertisement on YouTube aimed at young, college aged men The purpose is to show these men that it is okay to love Disney while also showing the app in action A test commercial was created using clips from the movie, Tommy Boy https://www.youtube.com/watch?v=46bTEm1cwg k

Tactic 3: Instagram Sponsored posts based off of YouTube commercial Reaches users who don’t follow @WaltDisneyWorld on Instagram Direct link to Drive2Disney on app store

Tactic 4: Television Commercial Communicates the theme that you can still enjoy Disney as an adult Shows how to “adult” at all four theme parks that make up Disney World Creates relatable situation for young adults

Commercial Storyboard

Tactic 5: Twitter- #disneymoviemoment Our target audience has a significant presence on social media Hashtags get people talking “Share you favorite #disneymoviemoment and spread the magic, it’s that easy!” Allows people with common interests to connect Strong social media presence is crucial if we want our campaign to be successful

Tactic 6: Photo Recreation Contest #Disneyblastfromthepast 3 winners in total, one per main social media platform (Twitter, Facebook, Instagram) Grand prize- 2 tickets to the Epcot Food & Wine Festival Contest will stimulate the interest of participants and about experiencing the magic of Disney

Tactic 7: Adult Guide to Disney Provides a guide to all activities and events that adults can enjoy in Disney World 5 categories to ensure everyone is included Interactive map that can be launched directly in the Drive2Disney app

Tactic 8: EDC Music Festival EDM Disney, April 21-22, 2017 at Magic Kingdom! Avicii, David Guetta, Diplo, Skrillex and more! Promotion through Instagram, YouTube and Facebook

Tactic 9: Marvel Superhero Saturday Aimed towards young men Two parades on the first and third Saturdays of each month at Hollywood Studios The red line is the 12pm parade, purple is 7pm parade Showing of Marvel movie after night of parade Special superhero themed alcoholic drinks Ex. The Spider-Man

Tactic 10: College Rep Program Use of Disney College Program alumni to represent Disney at Florida colleges College Program alumni provide knowledge and experience College Program alumni, between the ages of 18 and 25, would make Disney related for this age range

Meet the members of Gulf Coast PR Maddy clark Age 22 Major Communication (Public Relations) Favorite Disney theme park Magic Kingdom Magical fact I am an only child

Meet the members of Gulf Coast PR Caitlyn lupton Age 21 Major Communication (Public Relations) Favorite Disney theme park Magic Kingdom Magical fact I have an annual pass to Disney!

Meet the members of Gulf Coast PR Taylor Harrison Age 20 Major Communication (Public Relations) Minor in Marketing Favorite Disney theme park Magic Kingdom Magical fact I met Michael Jackson when I was 6!

Meet the members of Gulf Coast PR Kirby kordsmeier Age 21 Major Communication (Public Relations) Favorite Disney theme park Animal Kingdom Magical fact I am obsessed with the Tampa Bay Lightening

Meet the members of Gulf Coast PR Nandi musengwa Age 20 Major Communication (Public Relations) Minor in Spanish Favorite Disney theme park Magic Kingdom Magical fact I have visited 8 countries and speak 3 languages!