Disney digital strategy

Nicole Harrison, NMDL Summer 2014

Disney

Introduction

Disney World gives vacation seekers a

magical trip they will never forget

Target Audience

AdultsChildrenFamily

“You're dead if you aim only for kids. Adults are only kids grown up,

anyway.” - Walt Disney

Big Idea

#DisneyVacationsWe will use a social media campaign as part of

the digital marketing strategy. We want to:

- Increase awareness of vacations

- Capture target audience & increase guests

- Increase social media presence

Social & Digital Media Campaign

The hashtag #DisneyVacations is

used as our social media campaign to raise

awareness to our target audience, while increasing

the number of guests through social media

promotion

Media

Channels of Communication:

Twitter - Facebook – Instagram

* Increase followers on Twitter and Instagram by 20% through the #DisneyVacations campaign

* Promoted Facebook posts

Spreading the Campaign

Our goal for #DisneyVacations is to make the campaign so popular it becomes viral

Becoming viral:

- Contests to get people to use the hashtag

- Celebrity ambassadors to use the hashtag

Advertisement Placements

Facebook

Twitter

Google

Orlando Vacation websites

Florida Tourism websites

Budget

Total Social Media Budget: $ 4 million

Strategy: $400,000 takes 3 months

Social Media Promoted Posts : 750,000

PPC ads and Internet Radio Ads: 1,000,000 for 3 months

Celebrity endorsements:$ 1,000,000 for 3 months

Management: $350,000

500,000 for daily adjustments

Goals

- Create a brand image for Disney World.

- We want to inspire people to be involved with Disney

World through the #DisneyVacations campaign.- Build up our customers base

by reaching our target audience.

- Create lifeling customers who want to keep coming

back