P.R. Partnership Framework

For the P.R. parntership I examined the Disney “give a day, get a Disney day" campaign. The program's purpose states if people volunteer and get a proof of volunteerism note from their site supervisor they can redeem it for a free ticket to any Disney park. This seemed like a great campaign because it made Disney seem very charitable and humble for rewarding people for volunteering. I thought it was considerate of Disney, because people do not have very much money for vacations since the economic downturn. Disney World’s official website featured an instruction page on how to redeem your free ticket to a Disney park. I wanted to do research on this campaign because the concept of rewarding someone for volunteerism seemed interesting.

The problem research I conducted showed that Disney wanted to reward and encourage people to volunteer. However, finding out information about the campaign was harder than I thought. Shortly after finding the webpage that dealt specifically with the campaign it was taken off. When I went back to enter the webpage it asked for a password and claimed that the webpage was no longer available. I then decided to call Disney World for more information. The Disney public relations department did not have a lot of information about how the campaign was conducted. The director of the public relations department at Disney claimed they had handed the campaign off to a company called, "Hands on Network." I was confused because the ads for the “give a day, get a Disney day” campaign were still airing on television.

When I called the Hands on Network public relations company the phone rang until it went to voicemail. The voicemail said that the campaign had been shut down because they had exceeded their goal because over one million people had participated in the program. They claimed they did not expect this many people to participate in the program so it was shut down. After that they gave a general description of the program talking about how if you volunteer you get a free ticket to Disney. We would like to have conducted more research but this is where our P.R. partnership ended. I did leave a voicemail asking for more information on how they conducted the campaign but unfortunately have still not heard back.

I thought the campaign was poorly planned because my partner said that the ads were still airing on television for this campaign but yet we were being told it had shut down.