Walt Disney World: Creating a social strategy to meet the challenges of an elongated decision-making journey

Disney Destinations International (DDI), which manages the promotion of Walt Disney World, ensured its data is interpreted correctly, informing business and communications strategy, and ultimately impacting key business objectives in the UK.



Disney Destinations International (DDI) is a business area responsible for the sale of Walt Disney World (WDW) hotels and theme park tickets in Orlando. These sales come through UK sales channels as well as third party tour operators and travel agents. Their business objective is to maximise UK-based bookings and ticket sales in advance of people travelling to Orlando, preventing drop out when guests arrive in Orlando. Edelman Intelligence (EI) and sister company Edelman, have partnered with DDI for the past 5 years in helping to improve the impact of social, earned and paid media to drive UK-based...

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