After being the recipient of relentless negative press and public criticism in response to
their handling of the Columbia Ship and Roger Rabbit accidents, Disney took appropriate
steps to regain public trust and reinstate their renowned magical image.
This case study will provide evidence that Disney employed a significant transformation
in their approach to the public and to the media in the most recent accident on Big
Thunder Mountain.
Prior to that occurrence, however, Disney achieved the strongest
impact on their audience by implementing their first-ever public safety campaign.
This
case study will solidify that the public relations campaign Disney ran was deliberate,
creative, clearly defined and well executed.
It will verify the measures Disney
implemented to show their audience that they were listening, and that they cared.
Finally, this case study will document that by implementing the public relations
principles prescribed by Arthur W. Page, Disneyland was able to reposition their
reputation so they could properly handle the terrible tragedy at Big Thunder Mountain.
Disneyland
Walter Elias Disney was a man of tenacious conviction.
Having no more than a tenth
grade education, Walt’s amazing talent extended well beyond his ability to draw
animation.
Walt Disney’s true gift was his heart to entertain and his passion to inspire.
Walt created the first animated film, entitled
Steamboat Willie
, which featured the most
recognized character in the world today, Mickey Mouse.
Snow White and the Seven
Dwarfs
was not only Walt’s first, but the industry’s first feature-length cartoon.
In the 1950s and 1960s, Walt Disney continued to produce major films for television and
theatre.
Legendary creations such as
Pinocchio
,
Fantasia
, and
Bambi
, as well as live-
action production films such as
Treasure Island
and
Mary Poppins
were only a few,
among a long list of accomplishments.
During his career as a filmmaker, Walt Disney
received 26 Academy Awards.
(3)
On July 17,1955, despite the hefty price tag of $17 million, Walt Disney followed his
heart and opened Disneyland in Anaheim, California.
He once said, “I think what I want
Disneyland to be most of all is a happy place – where adults and children can experience
together some of the wonders of life, of adventure, and feel better because of it.”
(4)
Deemed the “Happiest Place On Earth”, Disneyland is open 365 days a year.
Employing
21,000 cast members, offering more than 60 rides and attractions, Disneyland has
welcomed more than 450 million visitors since it’s historic opening 48 years ago.
(5)
2
On December 15, 1966, Walt Disney died.
(6)
Walt Disney’s dream and determination
made an impact on the world in ways he never lived to realize
.
The Company Today
Walter Elias Disney’s dream, remembered as a beloved production of memorable movies
and creation of Disneyland, is identified today as, The Walt Disney Company; a
diversified worldwide entertainment organization and currently the #2 media
conglomerate in the world.
