2. Target Audience
• Adults over the age of thirty.
– Primarily of the ages of thirty to forty five
• Adults vacationing as couples.
– Not with kids
3. Key Performance Indicators
• Campaign will be a success if adults start
choosing Disney World as their new
couple vacation spot.
• Disney World has a plethora of kid’s
attractions and business.
– Would want couples vacation business as
well
• The success of this campaign can be
measured in reservations made by
couples alone.
4. Big Idea of this Campaign
• Disney is one of the biggest and most
profitable companies in the world
– More than 42 billion dollars in revenue last
year
– 166,000 employees
– More than 40 countries
• With all this success still only known as
a kid’s brand
5. Big Idea of this Campaign
• Keeping the success in attracted to the
younger crowds.
– This campaign will revamp Disney’s persona
targeting Disney World Resorts in Orlando,
Florida
• The way this will be done is to create a
digital marketing scheme that will target
adults who are looking to go on
vacation.
– Pick Disney World over another popular
couples vacation spots
6. Tools and Tactics
• Number of different sources and
tactics will be used in this campaign
– Google Adwords
– Press Releases
– Blogs
– Social Media
• Twitter
7. Tools and Tactics
• Google Adwords will be a major player
in this campaign
– Will input keywords such as Disney, Disney
Adult Vacations, and Disney Adults
– Google anticipates more than 25,000
clicks a day
• Disney’s social media will be used as
well
– Numerous tweeting and blogging
advertising adult get-a-ways
8. Tools and Tactics
• Using press releases will also be
beneficial
– Will inform travel sites and travel blogging
sites
– Will have them link back to Disney for
maximum efficiency
• Press Releases will be the best way to
tell travel websites because the news
will go directly to them
9. Budget
• Biggest point of Digital Strategies
• According to research Disney spends
1.93 billion dollars on advertising a year
– 187 million dollars on Internet advertising
• With this large number, gives a Digital
Agency a lot of room to play around
10. Budget
• With a typical agency charging 250
dollars an hour
• And Adwords costing $1700 a day
• This campaign can be completed with a
5-10 million dollar budget.
• Will not use a bigger chunk of the 200
million for internet advertising
– Because a lot will be done by Twitter and
Press releases
• Also a lot will be done on advertising
already for normal Disney World stays
11. Conclusion
• The Disney Empire is global leader in all
it does
• Only flaw is it directs it’s amenities at
one age group
• With this campaign, Disney World
Resorts will be an all ages’ paradise.
