Give a Day, Get a Disney Day

Last updated

Give a Day, Get a Disney Day was a promotion created by The Walt Disney Company to increase attendance at its theme parks and promote volunteerism across North America. The company partnered with American charitable and non-profit organizations to provide volunteer opportunities; individuals who volunteered with associated charities and non-profits received a voucher for one free admission to a Walt Disney World Resort or Disneyland Resort theme park. The promotion had been scheduled to run from January 1, 2010, through December 15, 2010, but ended early, as the full allotment of one million free days were committed by early March. [1]

Contents

Jim Henson's Muppets, owned by Disney since 2004, were used for the promotion.

Campaign

Announced on September 29, 2009 by chairman of Disney Parks & Resorts Thomas Staggs, with help from The Muppets, the Give a Day, Get a Disney Day promotion was an initiative in affiliation with the Hands-On volunteer network that worked to inspire over one million people to volunteer in 2010. [2] Immediately following the What Will You Celebrate? campaign from earlier that year, Give a day, Get a Disney Day aimed to celebrate those who make a difference in their communities by rewarding them with free entrance to either the Walt Disney World or the Disneyland resort. This promotion was open to those living in the United States, Canada, and Puerto Rico with an age requirement of eighteen for initial sign up. Unlike the What Will You Celebrate? campaign, which awarded free admission to someone on their birthday, this promotion allowed a family – up to eight members – to get into the park together; as long as they had all completed the needed volunteer service day after January 1, 2010. [3]

Those interested were advised to log onto the appropriate Disney Parks website from which they would click a sign up link that would redirect them to the Hands-On network campaign page. From there the participants could search for volunteer opportunities near them that worked in conjunction with the campaign; ranging from helping at a food bank to setting up charity events. After signing up their entire party, the participants then waited until their scheduled volunteer date, completed the day of service, and waited for the service day to be verified by the Hands-on Network system. Once verified, the participants could then return to the Disney parks website, through which they would apply for the free admission voucher, provide a date on which they expected to use the voucher along with the resort they would attend – participants were not held to a specific date as the tickets were valid until December 15, 2010 but this step was done more as a way for Disney’s own record – sending the request off within a maximum waiting period of two weeks, to hear back from Disney. After the request was filtered through Disney's system, and verified, the participants would receive an email from Disney containing their printable admission vouchers. [4]

If the participant already had an annual pass, was an active cast member, or for whatever reason could not use a free admission ticket, they were then given the choice of a secondary reward: usually either a fast pass card that work on certain attractions, an Ear-hat figurine with exclusive trading pins, or the opportunity to donate their ticket to a non-profit organization of their choice. The ticket could not be transferred into someone else's name but could be applied to the cost of an annual pass or a multi-day ticket – going into effect on the day the ticket was purchased. [5]

Promotional materials

Alongside the official campaign announcement in September 2009, Disney's own organization of volunteer cast members, known as VoluntEARS, joined over 1,000 local community efforts in cities around North America to raise awareness for the announcement. This effort was also supported by thousands of volunteers from Southwest Airlines, who in turn provided transportation for a twenty-city tour of the message. During this tour, Disney was in collaboration with Pro Motion! experiential marketing Organized guerrilla events all over North America through local events, concerts, and Disney’s Jammitors pop-up performances in front of iconic landmarks across the continent in an attempt to raise campaign awareness. [6]

Although this campaign tied together Public Relations, Digital Media, as well as radio and television, the stars of the promotion were The Muppets. They helped introduce the campaign alongside Thomas Staggs and completed a series of talk-show interviews as part of a media week, and were also the main faces for much of the campaign's other promotional materials. Premiering in September 2009, a series of TV and radio commercial spots starring The Muppets began airing. These commercials usually featured The Muppets working on a volunteer project and often featured cameos from ABC and Disney Channel actors. The Muppets made appearances on Extreme Makeover: Home Edition , among other Disney network shows, promoting the campaign.

Aside from their TV and radio spots, The Muppets were also featured in print and digital advertisement. Multiple magazine spreads depicted The Muppets volunteering, usually building a house, as a turn of the page revealed them enjoying a day at the parks. The Muppets were also featured in digital campaigns spanning across all Disney parks websites and Facebook. Participants visiting the Disney parks website would also see the Muppets and be given the option to customize the homepage, where the Muppets would greet the users by name and provide them with different scenarios in which they would seemingly destroy the site; only to have the users be able to repair the site. Then they provide information on how they could help in their community to receive a free Disney park ticket. This was accompanied by online video skits which showed The Muppets volunteering as well as an interactive campaign tour tracker which users could use to see where the Jammitors or other campaign supported events would be nearest them. This digital campaign also carried over into Facebook, on which those who had participated in the campaign or those who supported its efforts could display badges on their profile featuring a specific Muppet character and a campaign slogan.

The campaign was also featured in all of the North American Disney parks. Park guests had the opportunity to purchase campaign pins, buttons, and clothing that sported images of the Muppets in construction clothing featuring campaign slogans. Both resorts also presented a daily “Honorary VoluntEARS Cavalcade” which featured Miss Piggy, Kermit the frog, and Sweetums upon an "under-construction" parade float, surrounded by any campaign participants that were present in the park that day.

Conclusion and revival

On March 9, 2010 the Give a Day, Get a Disney Day campaign officially ended with a press release from Disney sixty-seven days after it had initially begun. Disney’s goal to inspire one million people to volunteer had been met much quicker than they had anticipated, causing the early shutdown of the campaign; which had been scheduled to span most of the year. Although the promotion ended two months after its initiation, the tickets given out to participants were valid until December 15, 2010, aside from specific blackout dates scattered throughout the year. [7] The campaign itself won the 2010 Pro Motion award for the best campaign. [6] While this campaign was similar to its predecessor What Will You Celebrate?, it offered more such as complimentary admission to participants, the ability of volunteers to get tickets for up to eight people to make a vacation out of the free day; especially to those who visited Walt Disney World in Orlando as many of its visitors tend to come out of state. Creating traffic and revenue for both resorts. [4]

Nine years since its original debut, on February 5, 2019 Hong Kong Disneyland announced a revival of the campaign. [8] Offering the same exchange of free admission for volunteerism within the surrounding community, except, this updated version requires a minimum of ten separate hours of community service to receive the complimentary ticket. [9]

Related Research Articles

<span class="mw-page-title-main">The Muppets</span> Puppet characters created by Jim Henson

The Muppets are an American ensemble cast of puppet characters known for an absurdist, burlesque, and self-referential style of variety-sketch comedy. Created by Jim Henson in 1955, they are the focus of a media franchise that encompasses television, film, music, and other media associated with the characters. Originally owned by the Jim Henson Company for nearly five decades, the franchise was purchased by the Walt Disney Company in 2004.

<span class="mw-page-title-main">Walt Disney World</span> Entertainment resort in America

The Walt Disney World Resort is an entertainment resort complex located about 20 miles (32 km) southwest of Orlando, Florida, United States. Opened on October 1, 1971, the resort is operated by Disney Experiences, a division of The Walt Disney Company. The property covers nearly 25,000 acres, of which half has been developed. Walt Disney World contains numerous recreational facilities designed to attract visitors for an extended stay, including four theme parks, two water parks, four golf courses, conference centers, a competitive sports complex and a shopping, dining, and entertainment complex. Additionally, there are 19 Disney-owned resort hotels and one camping resort on the property, and many other non-Disney-operated resorts on and near the property.

<span class="mw-page-title-main">Disneyland Paris</span> Resort in France owned by The Walt Disney Company

Disneyland Paris is an entertainment resort in Marne-la-Vallée, France located about 32 kilometres east of Paris. It encompasses two theme parks, seven Disney-owned hotels, two convention centers, a golf course, and a shopping, dining and entertainment complex. Opened on 12 April 1992, the resort is operated by Disney Experiences, a division of The Walt Disney Company.

<span class="mw-page-title-main">Amusement park</span> Park with rides and attractions

An amusement park is a park that features various attractions, such as rides and games, as well as other events for entertainment purposes. A theme park is a type of amusement park that bases its structures and attractions around a central theme, often featuring multiple areas with different themes. Unlike temporary and mobile funfairs and carnivals, amusement parks are stationary and built for long-lasting operation. They are more elaborate than city parks and playgrounds, usually providing attractions that cater to a variety of age groups. While amusement parks often contain themed areas, theme parks place a heavier focus with more intricately-designed themes that revolve around a particular subject or group of subjects.

<span class="mw-page-title-main">Disney California Adventure</span> Theme park in California

Disney California Adventure Park is a theme park at the Disneyland Resort in Anaheim, California. It is owned and operated by The Walt Disney Company through its Experiences division. The 72-acre (29 ha) park is themed after Disney's interpretation of California, by the use of Disney, Pixar and Marvel properties. The park opened on February 8, 2001, and is the second of two theme parks built at the Disneyland Resort complex, after Disneyland Park.

<span class="mw-page-title-main">Disneyland Resort</span> Entertainment complex in Anaheim, California, United States

The Disneyland Resort is an entertainment resort in Anaheim, California, United States. It is owned and operated by The Walt Disney Company through its Experiences division and is home to two theme parks, three hotels, and the Downtown Disney shopping, dining, and entertainment district.

<span class="mw-page-title-main">Hong Kong Disneyland</span> Theme park on Lantau Island, Hong Kong

Hong Kong Disneyland is a theme park located on reclaimed land in Penny's Bay, Lantau Island, Hong Kong. It was the first Disneyland in Asia outside of Japan until Shanghai Disneyland in 2016. Hong Kong Disneyland is located inside the Hong Kong Disneyland Resort and is owned and managed by Hong Kong International Theme Parks. It is the most visited theme park in Hong Kong, followed by Ocean Park Hong Kong. Hong Kong Disneyland opened to visitors on Monday, September 12, 2005, at 13:00 HKT. Disney attempted to avoid problems of cultural backlash by incorporating Chinese culture, customs, and traditions when designing and building the resort, including adherence to the rules of feng shui. Notably, a bend was put in a walkway near the Hong Kong Disneyland Resort entrance so good qi energy would not flow into the South China Sea.

<span class="mw-page-title-main">FastPass</span> Retired virtual queuing systems created by the Walt Disney Company

FastPass, FastPass+, and MaxPass were virtual queue systems created by the Walt Disney Company to speed up customer access to certain attractions and amenities at the Disney resorts and theme parks. First introduced in late 1999 as a virtual queue, the systems all allowed guests to avoid long lines at the attractions on which the system was installed, freeing them to partake in other attractions during their wait. There was generally no extra fee for the service.

<span class="mw-page-title-main">E ticket</span> Highest tier of Disneyland admission tickets pre-1982

An E ticket was a type of admission ticket used at the Disneyland and Magic Kingdom theme parks before 1982, where it admitted the bearer to the newest, most advanced, or popular rides and attractions.

<span class="mw-page-title-main">Walt Disney's Carousel of Progress</span> Stage show at Walt Disney World

Walt Disney's Carousel of Progress is a rotating theater audio-animatronic stage show attraction in Tomorrowland at the Magic Kingdom theme park at the Walt Disney World Resort in Bay Lake, Florida just outside of Orlando, Florida. Created by Walt Disney and WED Enterprises as the prime feature of the General Electric (GE) Pavilion for the 1964 New York World's Fair, the attraction was moved to Tomorrowland at Disneyland in Anaheim, California as Carousel of Progress, and remained there from 1967 until 1973. It was replaced in Disneyland by America Sings in 1974, and reopened in its present home in the Magic Kingdom in 1975.

<span class="mw-page-title-main">Disneyland Railroad</span> Steam railroad system in Disneyland

The Disneyland Railroad (DRR), formerly known as the Santa Fe & Disneyland Railroad, is a 3-foot narrow-gauge heritage railroad and attraction in the Disneyland theme park of the Disneyland Resort in Anaheim, California, in the United States. Its route is 1.2 miles (1.9 km) long and encircles the majority of the park, with train stations in four different park areas. The rail line, which was constructed by WED Enterprises, operates with two steam locomotives built by WED and three historic steam locomotives originally built by Baldwin Locomotive Works. The ride takes roughly 18 minutes to complete a round trip on its main line when three trains are running, and 20 minutes when four trains are running. Two to four trains can be in operation at any time, three on average.

<span class="mw-page-title-main">Walt Disney World Monorail System</span> Public transit monorail system at Walt Disney World Resort

The Walt Disney World Monorail System is a public transit monorail in operation at the Walt Disney World Resort in Bay Lake, Florida, near Orlando. The resort operates twelve Mark VI monorail trains on three lines of service. The monorail system opened in 1971 with two routes and with Mark IV monorail trains. It was expanded to three lines in 1982, and the rolling stock was updated to Mark VI trains in 1989.

<span class="mw-page-title-main">Liberty Square (Magic Kingdom)</span> Area in Disney World in Florida, U.S.

Liberty Square is one of six "themed lands" and is exclusive to the Magic Kingdom, a theme park at the Walt Disney World Resort in Bay Lake, Florida. Themed after colonial America, Liberty Square contains replicas of both the Liberty Bell and Liberty Tree. One of the most popular attractions in the Magic Kingdom, the Haunted Mansion, is located in this land. Presiding over the square is the Hall of Presidents, an American history show featuring an audio-animatronic figure of every President of the United States. Liberty Square has a long waterfront on the Rivers of America and the Liberty Belle steam paddleboat departs from a landing here.

<span class="mw-page-title-main">Disney University</span> Global training program of The Walt Disney Company

Disney University (DU), formerly known as University of Disneyland, is the global training program for employees of the parks and experiences divisions at The Walt Disney Company also known as Cast Members. Many college students can participate through the Disney college program. The Disney college program is a full-time paid internship at Walt Disney World in Orlando, Florida. Students can receive academic credit while building their resume.

Jack Lindquist was an American business executive who served as president of the Disneyland theme park in Anaheim, California from 1990 until he retired in 1993. He was a Disney employee from 1955 until his retirement, and was a marketing executive in the theme parks division for almost thirty years, including a stint as the first advertising manager for Disneyland. His eventual reach would extend worldwide, having trained and/or greatly influenced others who would become amusement industry leaders, both inside and outside of the Disney attractions. Among the amusement industry, many have credited Lindquist with founding and greatly expanding the arts and sciences of attraction promotion.

<span class="mw-page-title-main">Disneyland Hotel (California)</span> Hotel at Disneyland Resort

The Disneyland Hotel is a resort hotel located at the Disneyland Resort in Anaheim, California, owned by the Walt Disney Company and operated through their Experiences division. Opened on October 5, 1955, as a motor inn owned and operated by Jack Wrather under an agreement with Walt Disney, the hotel was the first to officially bear the Disney name. Under Wrather's ownership, the hotel underwent several expansions and renovations over the years before being acquired by Disney in 1988. The hotel was downsized to its present capacity in 1999 as part of the Disneyland Resort expansion.

<span class="mw-page-title-main">Disneyland</span> Amusement park in Anaheim, California

Disneyland is a theme park at the Disneyland Resort in Anaheim, California. It was the first theme park opened by the Walt Disney Company and the only one designed and constructed under the direct supervision of Walt Disney, and opened on July 17, 1955.

<span class="mw-page-title-main">Shanghai Disneyland</span> Theme park

Shanghai Disneyland is a theme park located in Chuansha New Town, Pudong, Shanghai, China, that is part of the Shanghai Disney Resort. The park is operated by Disney Parks, Experiences and Products and Shanghai Shendi Group, through a joint venture between The Walt Disney Company and Shendi. Construction began on April 8, 2011. The park opened on June 16, 2016. The park operated in its first half-year with a visitor attendance of 5.60 million guests.

<span class="mw-page-title-main">D23 (Disney)</span> Official Disney fan club

D23: The Official Disney Fan Club, also known as Disney D23 or simply D23, is the official fan club for The Walt Disney Company. Founded in 2009, the organization is known mainly for its biennial exposition event, the D23 Expo. The name D23 refers to D for Disney and 23 for 1923, which is the year Walt Disney founded the company.

Dapper Day is a fashion-based organization that provides outings and social events unofficially at Disneyland. The events promote vintage-style clothing and aesthetics and are held biannually. The first outing held in 2011, Dapper Day increased in popularity, growing to attract as many as 25,000 participants, with related events now including Walt Disney World and Disneyland Paris. The organization has since expanded to include events at museums and concert halls, along with expos and car shows.

References

  1. ↑ Smith, Thomas (March 9, 2010). "'Give a Day, Get a Disney Day' Reaches Goal – 1M Inspired to Volunteer". Disney Parks Blog. Archived from the original on March 13, 2010.
  2. ↑ "Give a Day. Get a Disney Day". Points of Light. 2009-09-29. Retrieved 2019-03-28.
  3. ↑ "Disney Parks Launches 'Give a Day, Get a Disney Day'". Disney Parks Blog. Retrieved 2019-03-28.
  4. 1 2 ""Give a Day, Get a Disney Day" at Yesterland". www.yesterland.com. Retrieved 2019-03-28.
  5. ↑ "Give a Day, Get a Disney Day - Free Park Tickets for Volunteering". TripSavvy. Retrieved 2019-03-28.
  6. 1 2 "Disney's Give a Day, Get a Disney Day". ProMotion. Retrieved 2019-03-28.
  7. ↑ "Disney's Give a Day Get a Disney Day has closed | The DIS Unplugged Disney Podcast". www.disunplugged.com. Retrieved 2019-03-28.
  8. ↑ Bear, Caitie (2019-02-18). "Hong Kong Disneyland Encourages Families to Volunteer and "Give a Day, Get a Disney Day"". DAPS MAGIC. Retrieved 2019-03-28.
  9. ↑ "2018/19 Give A Day, Get A Disney Day". www.giveaday.hk. Retrieved 2019-03-28.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.