The Walt Disney Company is a juggernaut. Obviously. With its recent acquisition of Star Wars and Marvel Comics, Disney is attempting to own the rights to every bit of your childhood nostalgia.
It’s a wonder that Disney’s marketing can be so nimble. This gigantic company that owns ABC and ESPN often deploys creative social media campaigns that would mire much smaller companies in the minutiae of sign-offs, chains of command, and petty office politics. Disney relates to its fans very efficiently. We can learn a marketing lesson from Disney about how to connect with fans.
While the Disney parks in Anaheim, Orlando, Tokyo, Paris, Hon Kong, and Shanghai account for only some of Disney’s revenue, they are arguably the most public-facing parts of Disney. The Disney parks offer an immersive experience that digital interactive platforms won’t approach for another decade or so.
It is the marketing of Disney’s parks and resorts that we’ll look at now. The Disney parks are where I have my most personal experience with the brand. I am a longtime Disneyland Resort annual passholder (aka “passhole,” a loving moniker reportedly used by Disney cast members) who has visited the Disneyland Resort nearly 1,000 times. Yeah, I know. I’m that guy.