My final project for NMDL for Disney Animal Kingdom EMILY BOUSE

1. ANIMAL KINGDOM
Full Media Strategy

2. Disney Animal Explorers young
Kingdom is a and old come to
family-oriented the park to have a
theme park wild
filled with time with Animal
adventure. Kingdom’s 1,500+
exotic residents.
The challenge? How do we make Disney Animal Kingdom the
first theme park to come to mind when people are planning a
vacation…

3. Main Challenges:
Main Goals:
• Competition from
other theme parks • Increase awareness of
(Disney Magical Disney Animal
Kingdom, Universal Kingdom through
Studios) media strategy
• Disney Animal • Increase park
Kingdom not as attendance
popular as other
parks

4. Integrate the plan throughout social media
Advertise Disney Animal Kingdom as adventurous
theme park goers are “explorers”
create an attraction to the park

5. • Account will be the voice of the
animals of the park!
• Updated daily with animal
facts, status updates, and
thoughts of the animals
• Mickey Mouse and friends will
tweet to promote rides and
attractions
• Discounts, sweepstakes, contests
offered exclusively through
@DSN_Animal_Kingdom

6. • Disney Animal Kingdom will create a Facebook Page
• Will contain: pictures of the animals, rides, attractions, and happy
“adventurers”
• News of contests,
sweepstakes, and discounts
will be available on the page
• “Adventurers” will be
encouraged to share their
personal experience on the
page

7. • Keyword
Recommendations:
• Disney Animal Kingdom – has
60,500 monthly global views
and low competition
compared to other words
• Family Travel – 90,500
monthly global views on
Google Adwords Keyword
Tools with medium
competition

8. December – January May - August
• Families have time off to take a • Children have vacation time
vacation from school.
• People [depending on • Families take vacations
geographic location] want to together during free time
escape cold winter season

9. $4.5 million $250,000 $250,000
Search Engine Upkeep of social Sweepstakes, contes
Optimization media ts, and discount
[twitter, facebook] giveaways

10. Evaluate the
number of clicks
from SEO
Watch the number of
followers grow
Improve connections with
customers through
Facebook
Compare the number of
attendees to the park from
before and after the media
strategy campaign