Disneyland Marketing Strategy

1977 Words 8 Pages
Disney will utilize many forms of communication and media to spread the word about the new land in Magic Kingdom. The marketing strategy will focus on building excitement and attracting an older demographic. The new movie releases through 2020 will help build the excitement for the new upcoming land. These movies include, Wonder Woman, Justice League Part 1 and 2, The Flash, Aquaman, Green Lantern Corps, etc. (Weber). Disney will therefore, be able to capitalize on the popularity of these new upcoming movies. Furthermore, a great deal of the marketing will come from the public. Word will spread through social media and other communication channels.
Disney has its own specific marketing strategy known as “[telling] stories first, [developing]
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Disney and DC Entertainment can use other strategies such as embracing user-generated content, letting customers interact, portraying relatable and enjoyable moments and tapping into nostalgia. Millennials have reported that user generated content has more influence on their decisions than other forms of media. A survey concluded that millennials typically spend “5.4 hours a day with content created by their peers. This represents 30 percent of their total media time.” This presents a large opportunity for Disney and DC Entertainment to gain access to peer-to-peer social media interaction to further increase brand reputation. Letting customers interact through special events, apps, games, etc. would allow them to feel like they are on a journey with Disney and DC Entertainment. This is also accomplished by bringing stories to life and making consumers feel like they are a part of the stories. Disney uses its media to attract consumers to a wonderful and affordable vacation. Furthermore, Disney has always portrayed families having a great time in a unique land where movies come to life. Therefore, all forms of advertising will target families and young adults having the time of their life. Lastly, a study was conducted regarding nostalgia and as result it found "that people who were asked to think about the past were willing to pay more for products than those who were asked to think about new …show more content…
With the additional characters from DC Entertainment, Walt Disney World will have nearly full coverage of comic book characters. If Walt Disney World includes the characters from DC, it will be able to eventually create competition between both groups of superheroes. This often leads to innovation and growth. In addition, Disney will be able to create a land with a combination of superheroes creating an environment that attracts an even larger fan base. Disney owns Marvel, which is DC’s major competitor. By partnering with DC Entertainment, Disney will be able to control a majority of the market. This will further prevent competitors such as Universal Studios Orlando from controlling more market

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