Star Wars: Galaxy's Edge Marketing Deck

MARKETIN G DEC K Edgar Trancozo, Michael Mai, Nick Loveland Han Nguyen, Thuyvi Pham, Teya Nasol

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TABLE OF CONTENTS

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Marketing Team.......................................................

Mission Statement...................................................

SWOT Analysis.........................................................

Objectives..................................................................

Target Market...........................................................

Marketing Strategy (“Journey to a New Land�)

Marketing Mix - Tactics..........................................

A. B. C. D.

Cause Marketing...............................................

Brand Partnerships...........................................

Linear and Social Media..................................

Experiential Marketing....................................

8. Timeline......................................................................

NICK LOVELAND

MICHAEL MAI

HAN NGUYEN

TEYA NASOL

EDGAR TRANCOZO

THUYVI PHAM

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MISSION STATEMENT “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

At Disneyland, customers purchase more than just amusement park tickets; when someone buys a ticket to Disneyland, they are buying an unforgettable experience. Whether it be memories with loved ones, happiness, or fulfilling their childhood wish, a Disneyland ticket is a symbol of a dream come true.

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SWOT ANALYSIS

S W

O T

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Brand equity Differentiated services Focus on guest experience Appeal to all age groups Extensive themed lands and rides

- Continued increase in ticket prices - Balancing customer value with costs - Balancing between generations

- Partnership with non-profit organizations and third parties - More travel/tourist packages and offerings - Building of new rides and attractions - Possible expansion in different countries

- Increased popularity of local competitors (i.e., Universal Studios) - Increase in the opening of theme parks around the world

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OBJECTIVES

Stimulate awareness and excitement for Star Wars: Galaxy’s Edge in Disneyland Park, the largest single expansion since the parks’ opening.

Drive attendance to Star Wars: Galaxy’s Edge during and after its opening, and to Disneyland Resort as a whole.

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TARGET MARKET

Star Wars is a global franchise, with devoted fans all over the world.

The target market encompasses two major segments: “Original Fans” and “New Fans.” The target market is focused geographically within the local and domestic markets of the western United States and psychographically as summer vacationers.

“Original Fans”: These individuals are primarily older males aged 3050. They have been long-time fans of the Star Wars franchise. They are always excited for anything Star-Wars-related because they consider it nostalgic. These Original Fans now have families and want to their children to experience a part of their childhood.

“New Fans”: New fans are youths and young millennials aged as young as five years old to their mid-twenties. They are not as knowledgeable of the Star Wars franchise as the Original Fans, but they have recently fostered an interest in Star Wars. These individuals are summer vacationers that are keen on an immersive experience and something that leaves a lasting joyful memory with friends and family.

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MARKETING STRATEGY To achieve our objectives, we will target our market segments through immersive, exciting experiential marketing efforts.

For fans, the months leading up to Star Wars: Galaxy’s Edge will truly be a journey to Disney’s newest land.

BIG IDEAS Immersion “Journey to a New Land”

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MARKETING MIX - TACTICS

CAUSE MARKETING Space Foundation

BRAND PARTNERSHIPS Delta + Disney

LINEAR & SOCIAL MEDIA Video ads Social Media General Awareness Billboards TikTok (Influencers)

EXPERIENTIAL MARKETING Walt Disney Concert Hall Comic Cons

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CAUSE MARKETING: SPACE FOUNDATION FUNDING The Space Foundation is a global, nonprofit advocate for the advancement of space-related endeavors to inspire, educate, connect and advocate for the global space community.

- Disney will donate 5-10% of the revenue of the tickets sold to the

Foundation for the first three months of the Star Wars: Galaxy’s

Edge opening to: - Research and Analysis Fund - supporting the Space Foundation’s research process - STEM program - providing more opportunities for children - This partnership poses an opportunity for Disneyland guests to

feel that they are contributing to a good cause and not solely

buying a ticket.

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RESEARCH & ANALYSIS FUND & STEM PROGRAM “Policymakers, the media, educators and individuals interested in space look to the Space Foundation for credible information and cogent analysis of the forces that influence the space industry. Whether supplying data to government leaders or responding to questions from school children, the Space Foundation serves as an open and reliable source of information for the space community as a whole.”

“The Space Foundation is building the next generation of space leaders and improving the overall quality of education through teacher, student and community programs that use space themes to improve students’ interest and skills in science, technology, engineering and mathematics (STEM).”

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BRAND PARTNERSHIPS: DELTA + DISNEY Disney will collaborate with Delta, using ambient and guerilla marketing techniques to bring the Star Wars theme to its flight experience.

Delta is one of the most popular domestic airlines in the U.S. which provides great services, varied departure time, and affordable airfare.

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The interior of the plane will be decorated in a way that makes passengers feel as if they are in space.

The flight will provide snacks with Star-Wars-themed packaging, and the staff will wear themed uniforms.

As a souvenir of their immersive experience, we will also give each passenger a limited edition “Rebel Alliance: Delta Force� pin.

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LOCATION TARGETING Due to the overwhelming popularity of Delta in the U.S., Disney will attract its guests from the Western United States to visit the Disneyland Park in California.

To reach these people, the Star-Wars-themed flights will be targeting large airports including Seattle, Texas, and Utah.

Disney will showcase the Star Wars teasers/posters at the chosen airports.

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VACATION PACKAGES Since Disney is trying to attract its park guests from different states to visit Disneyland (and Star Wars: Galaxy’s Edge specifically), Disney will offer a limited edition vacation package that includes airfare, hotel, and theme park tickets. With this vacation package, the park guests can plan their whole trip in just one click, making it more convenient and cost-effective than purchasing each separately.

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Guests will visit the Disneyland website, and purchase their vacation package. Guests can choose their departing locations and times, number of visitors, and length of stay.

Options include: Delta Flights + Theme Park Tickets Delta Flights + Hotel + Theme Park Tickets Hotel + Theme Park Tickets The price will be automatically calculated after completing the itinerary.

Guests who purchase these packages will be randomly selected to ride one of the transformed Delta planes.

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LINEAR & SOCIAL MEDIA: MASS MEDIA From January to July, billboards, TV commercials (general awareness and Delta Passenger Reaction videos), and radio ads will run throughout the Western U.S. To maximize reach and exposure, the billboards will be placed along busy highways and the TV and radio commercials will air on major TV channels and popular radio channels. The ads will increase in frequency through the summer as opening day approaches.

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SOCIAL MEDIA Simultaneously, a collection of teasers and commercials (general awareness and Delta Passenger Reaction videos) will be strategically launched on YouTube and other social media platforms. YouTube is a very widely used platform, with more than two billion global users monthly; therefore, digital video ads will focus mostly on YouTube to further capture the target market.

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SOCIAL MEDIA CAMPAIGNS Instagram: #GalaxysEdge To create general awareness of the opening of Star Wars: Galaxy’s Edge and generate word-of-mouth, there will be a series of interactive posts with questions about Star Wars, encouraging users to comment and engage with the posts. There will also be a series of posts written in the Aurebesh language to spark interest and build hype about the opening of the new land. Users will have to decode the message to figure out what it says.(“Embarking to new lands -- Star Wars: Galaxy’s Edge opens in Disneyland this Summer.“)

TikTok: #StarWarsDanceChallenge Because TikTok is an up-and-coming social media video app, particularly popular with the younger demographic of the target market, TikTok will be utilized to build excitement about the opening of Star Wars: Galaxy’s Edge, and drive user-generated content. Disney will partner with a handful of popular TikTok influencers to kick off the challenge. The incentive for users to participate in the #StarWarsDanceChallenge is the opportunity to win a limited edition vacation package, where they will be among the first to visit the new land. Five winners will be selected based on the number of likes.

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EXPERIENTIAL MARKETING WALT DISNEY CONCERT HALL Walt Disney Concert Hall Space Show The Space Show will feature a collection of projected motion graphic scenes from the Star Wars movies, as well as sneak peeks of Disney’s new land. This space show will be accompanied by a Star Wars Live-to-Film Concert Experience inside. The Walt Disney Concert Hall’s exterior is a unique shape, which serves as an eye-catching factor for pedestrians. As a result, people passing by and attendees can take pictures and videos for social media, creating another opportunity for user-generated content.

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COMIC-CON & WONDERCON VR Lightsaber Battles San Diego Comic-Con and Anaheim’s WonderCon will feature VR lightsaber battles, where participants can compete and spectators can watch the fight commence on a large screen. The booth will also provide information about the limited edition vacation packages.

Space Dome The Space Dome will feature an interactive space battle, with a 360-degree immersive projection along the inside of the dome. Guests can sit inside one of the X-Wing Fighters and participate in the battle, as if they are in the Star Wars world. Spectators will also be able to be a part of these battles, as they watch the ever-changing interactive gameplay.

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TIMELINE JANUARY General Awareness Messages

- Billboards, TV/Radio/Youtube Advertisements

- Vacation Package Launches

- Instagram/Facebook

APRIL Airport Teasers Social Media

- Tiktok Dance Challenge

- Instagram - “Who is your favorite Star Wars character?”

MAY Walt Disney Concert Hall “... Miles to” Billboards

JUNE AND BEYOND Star Wars Delta Planes Launch

- Reaction videos for TV/Youtube Comic-Con and WonderCon

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