CASE STUDY
Tasked with introducing The Sunshine Flyer—a new transportation service launching after the December 2021 cancellation of Disney’s Magical Express—Mekky Media developed a strategy focused on raising awareness. This involved targeted media outreach and impactful placements across national and regional print, online, and broadcast outlets, as well as blogs and podcasts. The agency also developed a multifaceted crisis communications and management plan, extensively training the transportation leadership team with interview strategies. After the initial launch media influx, the Mekky team activated an influencer outreach campaign, leveraging high-engagement Disney and travel personalities to test and review the service for their followers.
Throughout the six-month campaign, Mekky Media secured over 100 placements and interview opportunities in national, regional and local media outlets, both consumer and trade, alongside over 60,000 social media impressions from reviews.
THE ASK
LAUNCH NEW TRANSPORTATION SERVICE, RAISE AWARENESS AND MANAGE CRISES
THE PLAN
MULTI-PRONGED EARNED MEDIA CAMPAIGN AND MULTI-FACETED CRISIS COMMUNICATIONS/MANAGEMENT PLAN
THE RESULTS
300+ MILLION IMPRESSIONS IN THE FIRST MONTH
