Well Done Disney, Well Done…

5 Dec

Surprise, surprise! We are back to my favorite topic.

On November 18th I was lucky enough to go back to the most magical place on Earth; Walt Disney World.

Don’t worry, I am not going to throw pixie dust everywhere and ramble on and on about how magical everything was, even though that would be easy for me to do. No, instead I want to focus on public relations strategies.

The Disney Company is not one of the biggest companies in the world by chance, they are very smart and they know how to get their product out there to the masses and present it in a positive way.

Before I go any further, let’s define the difference between advertising and public relations so that you do not get confused.

Advertising would be when a company buys a way to advertise.  All of the billboards that are seen while driving around Orlando Florida about Walt Disney World are types of advertising. These also include commercials and the ads that you find on the side of Facebook, Amazon, and Email etc.

Then those advertisements can be made a certain way to secure favorable media publicity. It is used more to promote and persuade the audience about Walt Disney World. For example, the billboards that are all over Orlando convey a certain image.

As I was down in Florida in November I paid closer attention to the public relations strategies and kept track of everything I noticed. Walt Disney World is working on promoting all of their wonderful Holiday Events. The main one being Mickey’s Very Merry Christmas Party.

On all of the billboard advertisements information was shown on how to get tickets for Mickey’s party. They are very successful in this because the messages convey a feeling of family, love, magic, and holiday fun! So when anyone looks at the billboards, they are persuaded that going to Mickey’s Very Merry Christmas Party will help make their family’s Christmas more magical.

Even once in the park, signs for the event are everywhere. Once again, the actual signs are a form of advertisement but the feelings promoted and strategies used on the signs are a form of public relations. The signs usually show a beautiful Christmas tree, a smiling family, and an overjoyed child meeting his or her favorite character. Even thinking about it makes me smile, well done Disney, well done.

Another strategy that they have to promote Mickey’s Very Merry Christmas Party is that there are special things that only people who have tickets to the event can be a part of. There is a parade, tree and castle lighting, special characters, hot chocolate, cookies and Santa Clause at this party!

Disney is very clear that the only way you can really experience the Holiday feeling at Walt Disney World is by getting tickets for this special event. Of course, the tickets are almost as expensive as it is to get into the Parks but because of the feeling the event gives people, they are sold out every night and it is hard to get a ticket if you do not do so ahead of time.

Securing media coverage is another public relations strategy. Disney has already obtained a positive media image due to their channel, radio station, books, movies, and their tons and tons of commercials but they also get media coverage over events that happen in the Park. The events can include Walt Disney movie premiers, special event celebrations, celebrity guests and of course the Disney Parks Christmas Day Parade.  

Unfortunately I was not in the Park while this was going on but I do know about it. The Disney Parks have a Christmas Day Parade every year and every year they get tons of publicity and media coverage. The parade is then put on TV for everyone to watch, it is the equivalent to Macy’s Thanksgiving Day Parade except it is on Christmas Day. Oh, and it airs on ABC which should not be a surprise because ABC is owned by Disney.

They film the parade about a month before Christmas so that they can get celebrity guests and lots of different types of coverage.  This year they filmed December 3rd and had celebrity guests including Justin Bieber, Nick Canon, Christina Aguilera, and Mario Lopez. Last year they had Ryan Seacrest hosting the show alongside Mickey Mouse.

To see the parade live you need to buy tickets which are hard to get and it is always crowded because of the amount of people, reporters, TV crews and of course the performers. Sneak peeks are given on the Disney Parks Blog website and on commercials on ABC and The Disney Channel.

Because of the promotion for the parade and Mickey’s Very Merry Christmas Party, revenue in the Parks during this time of year is ridiculous. Everyone wants a piece of the Christmas magic that only Disney can give and Disney has always been extremely successful in getting their message out to the people.

The media relation workers that Disney has are great and very smart. Not only do they pull favorable media coverage from other media sources but they mostly use their own. Since they can use their own media, they can show exactly what Disney would want to show to the public. The message is put in a perfect light and is always done with a lot of magic, love and family aspects.

Disney has always been extremely successful at keeping their magical image. They know that they are being held to a high standard so for every event, no matter what it is, they add extra magic to keep themselves ahead of the rest.

I honestly cannot think of anything else that Disney could do to make the popular brand more successful. They promote magic, love, family and a positive image. Every media outlet that they are given, they make sure their image comes across positively to the audience. I know that Disney will continue to thrive with their public relations strategies and keep bringing magic for generations to come!

Time for a fun fact!

Now you may have noticed that the day I went to Walt Disney World was a little over three weeks ago. Did it really take me that long to write this blog? Of course not! I wanted to post this on a very special day.

Today is Walt Disney’s birthday! Walter Elias Disney was born December 5th 1901 and he brought so many great gifts to us all. I just want to take this time to thank Walt Disney for all he has done and for all of the dreams that he has helped make a reality. Thank you, Walt for making magic real and tangible. Thank you for giving us all confidence in our dreams. Thank you, for showing us the impossible and bringing many people all over the world so much joy.


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