As a company that is centred round the power of storytelling, Disney helps to create ‘the magic’ through the idea that Disney is more than just a holiday destination or a fun day out. In fact, Disney is an experience that nothing else can match up to or be compared to – it is a magical land where anyone, from any walk of life will have the most magical of experiences. However, to continue to set themselves apart, Disney are constantly trying to up their game through creating new lands, new rides and new experiences for people of all ages to enjoy.
Most recently, Disney announced changes to Downtown Disney, and like any other Disney product or service, there is a story behind it. Now changed to Disney Springs, the new ‘town’ aims to reminisce over the history of Florida, from small settling’s to the large communities that we see today, with more shops and restaurants for both holiday makers and locals to enjoy. Where Downtown Disney often struggled to entice locals, the revamp into Disney Springs now aims to bring in more people, through the increased space and retail options available.
Although the changeover to Disney Springs has been big Disney news, I would not have said that they really ‘went to town’ with their promotions and advertising. In general, Disney use social media quite well, as a way of building relationships with their audience through keeping them updated on the most recent Disney news, however, with a change as big as Disney Springs, I expected there to be a lot more in terms of online and social media promotion for the new and existing stores, restaurants and most importantly, the history behind the change.
In terms of social media, Disney have created Twitter and Facebook accounts which update their followers on what is going on at Disney Springs. They include photos of new products and services and even some rather artistically taken photographs of the new ‘town’ itself. On their Instagram page, Disney have released behind the scenes photos of the opening of Disney Springs, as well as promotional images of what is going on within the ‘town’. All in all, Disney have really tried to make Disney Springs seem like one big community, through their use of relationship management and engagement with their audience. This has been done through exclusive videos and images, and the information provided on the Disney blogs about upcoming events and the new attractions on site.
All in all, Disney have created a new community for their audience to be a part of, providing a sense of inclusion and exclusivity to the Disney brand. As a universal language that connotes fun and magic, Disney has helped to ensure that audience’s feel like they are part of the fun, even when they are not there, through their release of content on their social media profiles. This relationship between the audience and the brand is perhaps the reason that people continue to come back for more.
The Power Of Disney 