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

2. 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

3. 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

4. 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!

5. 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

6. 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!”

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

8. 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 k

9. 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

10. 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

11. Commercial Storyboard

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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!

20. 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!

21. 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

22. 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!