Return to the Land of Magic
By Mayra Agredas | March 22, 2021
There has been so much anticipation to return back to our everyday lives, and Disneyland is just as eager. After being closed for more than a year, families can now explore the Disneyland Resort theme parks in Anaheim starting April 30th. But some may ask, will things ever get back normal? Disneyland’s PR and marketing teams had to respond with promotions, of course!
With government restrictions, the theme parks capacity is significantly limited in ticket sales. The short supply with high demand always has the same story; splurging prices. As if Disneyland wasn’t already expensive before the pandemic, we can only imagine how much more expensive it can get for families this April. With PR and marketing, anything is possible though, including high-priced ticket sales.
Prior to the re-opening announcement, Disneyland created a once in a lifetime limited experience for consumers to purchase tickets into the park. The $75 purchase included parking, a $25 dining gift card, and an unlimited digital download to a Disney photo pass. Although consumers didn’t enjoy the luxury of enjoying the rides, they were welcomed with ongoing parades and visited by Disney characters throughout the park.
Looking through a PR lens, the timing of Disneyland’s reopening couldn’t be any more perfect. Tax season is an organization's best friend! Not to mention, Biden’s relief bill adds the cherry to the top of their milkshake. Promotion efforts was in fact a key factor in their re-opening campaign.
For one, the day of the announcement, CEO Bob Chapek appeared on a live news broadcast interview to announce its return to the land of magic. In his interview, he highlighted the most important points that kept the Disney brand intacted such as restoring Anaheim’s economy, exclusive capacity, and the measures Disney has taken to remain responsible. Many Disney influencers also joined the conversation on sharing the news across their social media platforms.
Will California residents give in? Time can only tell, but yes I will be amongst many returning to the land of magic! Until then, may Tinker Bell tinkle across Disneyland and whisper to press ears.
Author Bio: Mayra Agredas is a senior at Cal State Northridge with a passion for integrated marketing. She hopes to have a career that allows her to work closely with PR and marketing teams. As of now, she is currently searching for that particular role in the entertainment industry.
Image from https://disneyparks.disney.go.com/blog/