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Grand Opening of Disney’s California Adventure, 2002

VPE Client Since 1996

BACKGROUND The Walt Disney Company retained VPE in 1997 to secure Hispanic media coverage of Disneyland activities. In preparation for the opening of the resort’s new Downtown Disney and Disney’s California Adventure, VPE secured local and national Hispanic press coverage for their openings in January 2001 and February 2001, respectively. Hispanic Media Highlights:

MEDIA RELATIONS  The campaign generated approximately 86 separate news stories with a combined impression reach of 27,543,096. The campaign generated approximately 29 television stories in the US and Mexico at an estimated value of $359,131.

RESULTS

  • The top national networks, Telemundo and Univisión, aired national stories, as well as affiliate coverage in major markets such as San Diego, Sacramento, Fresno, Las Vegas, El Paso, Albuquerque and Houston to name a few.
  • Secured stories from all of the Hispanic local television stations prior to the opening of the park. • Over 20 media markets were represented by daily and weekly newspapers, including the top Hispanic markets of New York, Los Angeles, Miami, Chicago, Houston, Dallas and Washington among others.
  • Secured print coverage from daily publications with circulations between 25,000 and 250,000, garnering more than 750,000 impressions. • Secured print coverage from weekly newspapers with circulations between 15,000 to 227,000, assuring 681,000 impressions.
  • Prior to the opening of the park, VPE worked to secure coverage from long-lead magazines, ensuring national and international coverage on top magazines such as Nexos (American Airlines), Vanidades, Estylo Magazine, Tu, and Eres among others, all which have circulations between 169,720 and 385,000 garnering magazine impressions of more than 1.1 million.

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