A Little Piece of the Magic

After reading my fellow classmate's blog about Disney Theme Parks, I decided to share another piece of the Disney magic.

Last May, I began an internship with the Walt Disney World Resort through the Disney College Program. Through this experience, I was able to gain insight to all things Disney, especially their PR.

While I was living and working in Orlando, Florida, the Disney Company announced they were going to extend the Year of a Million Dreams for an extra year. The decision to expand the contest came from its immense success. The Year of a Million Dreams was created in an effort to make the dreams of Disney park guests come true each and every day. Selected at random, guests had the chance to win opportunities to be Grand Marshall of the parades at each Disney theme park around the world, or even the chance to win a night's stay in Cinderella's Castle in the Magic Kingdom of Walt Disney World. While the contest was a great PR strategy for increasing ticket sales, it also helped create more brand awareness for a global company and its products.

In conjunction with the Year of a Million Dreams, the Disneyland Resort and the Walt Disney World Resort debuted new attractions and entertainment, thus creating new experiences for their guests. With the coupling of once in a lifetime prize giveaways, and a chance to participate in new attractions and entertainment, the Year of a Million Dreams made guests, young and old, interact with a brand synonymous with believing in your dreams.

The public relations techniques used by the Walt Disney Company, were used to reach multiple demographics and target audiences, and for years, Disney has been a leader in creative public relations and marketing approaches. After conducting timeless campaigns that promote where the world of fantasy meets reality, guests of all ages hope to experience the place where dreams really do come true.