Walt Disney Studios
Donald
Duck’s 50th Birthday Party
and Children’s Celebration
Consulting
on nearly a daily basis with the Walt Disney Studios, WMG planned and
implemented three large "birthday parties" celebrating Donald Duck’s 50th
Birthday. The events took place in San Francisco, Sacramento and San
Jose on the same
day, lasting two hours each.
The
client’s objectives were two-fold:
-
To
attract
as many children as possible to the landing of the "Duck
Plane" at San Francisco International Airport, Sacramento Airport and San Jose Airport.
-
To
generate
extensive press coverage at each landing event, particularly
focusing on television media.
Our strategy
included thorough outreach programs conducted with the public and
private school systems, Head Start programs, youth centers,
after-school activity groups, scout troops and religious venues. We planned and executed press conferences on each airport
tarmac with the guest of honor, Donald Duck and local dignitaries.
As a result
of this campaign, a total of over 4,000 children attended the three
events attracting massive national and international media interest.
Over 5.5
million print and electronic media impressions of Donald Duck’s
50th birthday were generated that day.
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