Digital Strategy

Shanghai Disney Resort

Established FamiliesDemographics• Adults between the ages of 35-65 with children between the ages of 10-18• Household income greater than $75,000

Goals• Keep kids happy and entertained with age-appropriate and family activities• Explore the world

Challenges• Budget• Distance to each location/travel time

How we help• Recognized for quality and entertainment• Options for every age• Cultural barriers

Content to Leverage

• Authentically Disney and distinctly Chinese• The Enchanted Storybook Castle will be the tallest, largest and most interactive castle at any

Disney park• First pirate-themed land in a Disney park• Longest Disney Parks parade route

Inbound Tourism to China

South Korea

Japan

United States

Russia

Vietnam

Social Media

Users73%

Non-users27%

Age 30-49

Users69%

Non-users31%

Age 50-64

Facebook UsersHOT NEWS! Shanghai Disney will be home to The Enchanted Storybook Castle, the LARGEST and most interactive castle of any Disney park!

Example Facebook post:

Shanghai Disney will feature the FIRST pirate-themed land in any #Disney park! #pirates

Example Twitter post:

Social Frequency

• 15 posts/week (1 FB, 2 Twitter)• Boost 2 FB posts each month• Facebook ad campaign with Disney and Shanghai or Hong Kong interests. $15/day

Mom Blog

Categories: • Location based: Europe, China, Japan, France, Hong Kong, Shanghai• Shanghai Disney related: Treasure Cove, Adventure Isle, Gardens of Imagination, etc.Tags: hotels, resorts, flights, travel, packing, tickets, parking, transportation, rides and attractions, merchandise, special events, park tips, budget, disabilities, preteen, teens, time of year and weather

Google AdWords

Keywords: disney world, disney, disney world tickets, wdw, disney vacations, disney world resorts, shanghai disney, china disney, disney asia, eurodisney, wdw hotels, wdw resortsGeography targeted: people living in the United StatesTraffic expected: 372,000+ clicks per day; 156,000+ impressionsCost per day: maximum of $250/day

Mobile Strategy

• Construction Zone Advertising• Disney Cruise Lines – Europe and Mediterranean• Live feed of construction

Budget and Metrics

KPI:Google AnalyticsReservation NumbersAttendance in park

8 months until launch:Google AdWords: $250/day x 240 days = $60,000Blog: Four bloggers x 1 post/week (32 weeks) x $25/post = $3,200Facebook: $15/day x 240 days = $3,600Total: $66,800