Disneyland

1
Disneylands Public Relations

• Susan A. Stewart
• Advisor Coral Ohl, Ph.D.
• California State University, Fullerton

2
Case Study Overview

• Disneyland The Legend and the Dream
• The Walt Disney Company Today
• Columbia Ship Accident, 1998
• Roger Rabbit Accident, 2000
• Disneys Public Relations Change
• Disneys Safety Campaign Phase I
• Disneys Safety Campaign Phase II
• Big Thunder Mountain Accident, 2003
• Disneyland The Page Principles
• Conclusion
• Questions
• Exhibits I-III

3

• 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.
• WALT DISNEY

4
Disneyland Statistics

• Established July 1955
• Located in Anaheim, California
• Open 365 days a year
• 21,000 employees known as cast members
• 60 rides and attractions
• 450 million visitors since opening day

5
Prior History of Fatal Accidents at Disneyland

• 1964 Mark Maples, 15
• Matterhorn
• A friend removed his seatbelt and he fell out of
  the bobsled - died.
• 1966 Guy Cleveland, 19
• Monorail
• Hit after sneaking into the park died.
• 1967 Rick Yarna, 17
• People Mover
• Jumped from car to car died. 
• 1973 Bogden De Laurot, 18
• Tom Sawyers Island
• Tried to swim to shore drowned.
•  
•  

• 1980 Gerardo Gonzales,18
• People Mover
• Tried to climb from one car to the next died.
• 1983 Philip Staughan, 18
• Rivers of America Tom Sawyer Island
• Thrown from a maintenance boat while joy riding
  drowned. 
• 1984 Dolly Young, 47
• Matterhorn
• Thrown from her bobsled while not wearing a seat
  belt died.

6
Columbia Ship Accident, 1998

• Disneyland cleaned accident site before police or
  investigators arrived
• Disneyland did not take accountability for
  accident blamed it on employee
• Disneyland did not put public at ease
• Disneyland hid the truth to protect image

7
Roger Rabbit Accident, 2000

• Disneyland cooperated with investigators, but did
  not accept responsibility for accident
• Disneyland tried to put blame on victim and
  victims parents
• There was no press conference, no apology nor any
  empathy statement from Disneyland
• No statement to make public feel safe
• Disneyland publicly argued with the states
  findings

8
Disney Implemented a Public Awareness Campaign

• Information from Disneyland to inform guests
  about safety within the park
• Discussed Disneyland safety and training
  statistics to show concern about safety
• Endorsed a safety partnership between Disneyland
  and their visitors both are responsible for
  safety

9
Disney Launches Safety Campaign

• Hired heavy hitter to run Strategic Communication
  division at Disney
• Created a Chief Safety Officer position
• Touted Safety Officer duties to public
• Implemented a successful Safety Campaign with
  press releases, fact sheets, website info,
  trading pins for kids
• It was brilliant Public Relations

10
Disney Posted Quality Standards

• SAFETY
• COURTESY
• SHOW
• EFFICIENCY

11
Wild About Safety Education Campaign May 2003

• 12-18 mo. campaign
• Childrens activity books
• Theme park guide maps
• Brochures summarizing 12 safety messages
• Audio safety reminders in five different
  languages
• 12 trading pins
• 12 Safety Tip Cards
• Menus for guests under age 12

12
Big Thunder Mountain Accident, 2003Disneys New
Improved Public Relations

• Disneyland immediately informed authorities
• Disneyland held press conferences to discuss
  accident
• Disneyland set up a toll-free number for the
  public to obtain information about the victims
• Disneyland President called it a tragic
  accident
• Disneyland took full accountability didnt pass
  blame
• Michael Eisner held a press conference and
  publicly empathized with the victims and their
  families and insured the public that Disneyland
  was supporting state and local authorities to
  find out what went wrong

13
The Page Principles

• Tell the truth
• Prove it with action
• Listen to the customer
• Manage for tomorrow
• Conduct public relations as if the whole company
  depends on it
• Remain calm, patient and good-humored

14
The Happiest Place on Earth

• To all who come to this happy place welcome.
  Disneyland is your land. Here age relives fond
  memories of the pastand here youth may savor the
  challenge and promise of the future. Disneyland
  is dedicated to the ideals, the dreams and the
  hard facts that have created Americawith the
  hope that it will be a source of joy and
  inspiration to all the world. Walt Disney