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Nicole Harrison, NMDL Summer 2014 Disney
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
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
