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 Table of Contents
Meet the Team ................................................................ 3
The Challenge:
Objective ............................................................................... 4
Situation Analysis ......................................................... 4
The Research:
Brand Research ...............................................................5
Brand Analysis ................................................................. 5
Category Research ...................................................... 6
Competitive Analysis ................................................. 6
Consumer Research .................................................... 7
Primary Research .......................................................... 8
Creative:
Creative Brief ...................................................................18
Big Idea ..................................................................................11
Creative Executions .................................................. 12
Media Plan/Budget:
Media Strategy ...............................................................15
Evaluation ...........................................................................17
Work Cited ........................................................................ 18
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 Meet the Team
BRIANNA BAJEK CHASE CONCANNON
Research Manager/ Strategist Media Manager/Creative Manager

DANIELA P. CAMEJO ERICK GARCA

SANCHEZ Research Manager/ Media
Creative Manager/ Account Manager
Manager

JESSICA TOLSON
Research Manager/ Strategist

KYLA OCONNER JOSH MCCLUSKEY

Account Manager/Strategist Account Manager/Strategist

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Objective Developing an exciting
promotional campaign directed
towards millennial's that drives
awareness, consideration and
action!

Situation Analysis

STRENGTHS
The brand image is recognized
globally with a large brand loyalty.
The ability for guests of all ages to
dress up during the event.
Event is for all ages unlike some
competitors which have a
suggested age.
•
WEAKNESSES
May be too associated with being
"childish" for some consumers
taste.
Lack of campaigns on social
media
Have to buy an additional ticket
to attend the party

OPPORTUNITIES THREATS
Social Media Presence Competitors have adapted
Expand advertising outside of similar events that fall on
Orlando area the same nights of MNSSHP
Traditional Trick-or-Treating

4
 Brand Research

Brand Analysis:

WHO ARE WE?

When Walt Disney World in the 1970s, Disney created a "Village Halloween Party" to
encourage guests to come trick-or-treat at Disney's Lake Buena Vista Shopping Village
(now known as Disney Springs) to help promote the dining and shopping experience the
area had to offer. During this time as well, Disney started to decorate and host
Halloween parties at their on-site hotels and began to test the idea of celebrating
Halloween at the Magic Kingdom with their 1979 event, "Halloween Hysteria" where on
the night of October 27th guests could experience the park after-hours with special
entertainment. It wasn't until October 31st of 1995 where the first Mickey's Not-So-Scary
Halloween Party was officially held at the Magic Kingdom. At the beginning of the event,
the after-hours Halloween party used to cost guests $16.95 per person.
Since it's official creation, Mickey's Not-So-Scary has expanded from only originally
being offered on Halloween night to over 42 nights across the months of August,
September, and October. The event has gained popularity due to its exclusive
merchandise, food/drink, entertainment, and rare characters that can only been seen
during the party. However, one of the most popular MNSSHP attraction to guests is
allowing attendees of all ages to dress up in Halloween costumes on the selected nights
the party is hosted on. This popular attribute to the event allows those above the age of
14, who aren't allowed to dress-up in costume on a typical day in the parks due Disney'
strict no costume rule, to dress up while at the park.

5
Category Research

Competitive Analysis
Every years Busch Gardens likes promoting their Halloween event
which is known as "Howl-O-Scream". This event has the features of
haunted houses, scare zones, and live entertainment. This seasonal
event is highly advised for only adults 18+ and not recommended for
kids. Average cost of a Howl-O-Scream ticket is around $60.

Universal Studios has their event that they promote which is called
"Halloween Horror Nights" which is a real fright fest with characters
chasing people and coming up to you. They also have scare zones,
haunted houses, and live entertainment but they are more extreme
and have more gore compared to other parks Halloween events. The
average price for a Halloween Horror Nights ticket is around $90.

SeaWorld's Halloween event is known as "Halloween Spooktacular".

This Halloween event allows everyone to dress up in costumes and
participate in activities such as Halloween mazes, trick or treating, live
entertainment, and party zones. Average ticket prices for this
Halloween event is about $80.
6
 Consumer/Primary
Research

WHAT WE KNOW...
Every year when the month of October starts creeping up a variety of
amusement parks plan and create their own type of theme for Halloween so
guests can come and enjoy their time by getting in the Halloween spirit. Disney
itself has its own Halloween theme and its known as Mickeys Not-So-Scary
Halloween party. During this Halloween event Disney wants all their guests of all
ages to be able to express themselves by wearing costumes throughout the
park and interact with their family and friends with all the activities that take
place around the park to get in the Halloween spirit.
WHAT WE FOUND OUT...
One of Disney top attractions that stuck out from many of our respondents about
Mickeys Not-So-Scary Halloween party that differentiates itself from its competitor's is
that all guest from all ages are able to express themselves and dress up as whatever they
want. A majority of the respondents believe that allowing this helps everyone get in the
spirit of Halloween and are able to enjoy themselves more, Many of the people like how
interactive Mickey's Not-So-Scary Halloween party is because of the variety of characters
that are dressed up such as the traditional Mickey Mouse and his crew. We also found
out among those we interviewed within the 21-39 demographic care a lot about sharing
memories to their friends through pictures and/or social media. This insight has told us a
lot of the customers within the demographic care about their social media presence and
updating their accounts. Customers believe its a well versatile event because anybody of
age can come and have a delightful time from the exclusive activities that they offer such
as trick or treating around the park, pictures with Disney characters, and exclusive
parades/fireworks that only happen at MIckey's Not-So-Scary party.
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 Creative Brief
CONSUMER TARGET MARKETS

Social Media Influencers

The one in the group who must
record every magical moment.

Halloween Fanatics
The one who cannot miss
the chance for Halloween
parties. Convincing
friends and/or family to
join in. Excited by the fear
and drawn in by the
atmosphere

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 Creative Brief
Targeted Message
Mickey's Not-So-Scary Halloween Party is
the perfect chance to enjoy a traditional
Halloween experience without the scares; by dressing up
and trick-or-treating with new/old friends at the Magic
Kingdom! It's a Halloween experience no one has to be
afraid of!

Key Benefit, Promise, and/or Offer

Mickey's Not-So-Scary Halloween Party is

the perfect chance to enjoy a traditional
Halloween experience without the scares
by dressing up and trick-or-treating with
new/old friends at the Magic Kingdom! It's
a Halloween experience no one has to be
afraid of!

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 The Big Idea
Mickey's Not-So-Scary Halloween Party:
Interpretation Everyone's Nogslagic! Relive your youth without
the shame by dressing up and trick or
treating .

Halloween fanatics and social media savy

millenials both value self-expression and
Connection
creativity.

Coll to
Express yourself through your costume in a
Action judgement-free zone

Our campaign celebrates self-expression and

holiday festivity through dressing up and trick-
or-treating in a judgement-free zone during the
party.This increases consumer satisfaction and Execution
showcases how MNNSHP appreciates the
dedication and creativity of Disney fans.

To ensure our creative strategy suits our target

market, we held a questionnaire survey consisting of
the target audience . We presented a series of
Reaction questions to them and listened to their responses in
o in order to make it more tailored to and effective
towards the target audience. 10
 Creative Executions
Halloween isn't just about getting scared, or being followed
by murderous clowns. It is also about dressing up, having
fun with friends, eating lots of candy, and especially,
remembering old traditions from our childhoods like trick-
or-treating. That is why Mickey's NSS Halloween Party is the
perfect way to go back in time and experience the
excitement of walking with friends in costumes and asking
for candy with the addition of surprises along the way,
including changes in rides and attractions solely for
Halloween, meeting characters that only come out for this
event, and interacting with fun parades!

Consumers will be targeted in

four different ways:

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 Creative Executions
Traditional
In a world of media, print
suggests that Disney cares.
Magazines will feature surveys
asking what costume
you would wear to the party,
and will invite readers to
experience trick-or-treating once
again with surprises along the
way.
Digital
A thirty second ad will run in
different TV networks, showing
the story of a married couple
who love Halloween and look
forward to it every year.
Eventually, the same kids that
came year after year stop going.
The couple finds a highway
billboard about the party,
emphasizing trick-or-treating,
and decide to go. They meet
the kids from the past now
grown up.
Social
Mickey's NSS Halloween Party will
create a profile on Instagram
and TikTok, posting daily
content up until Halloween. The
accounts will be focused on
being interactive, asking viewers
and followers to join the party
and share their experiences
with #thisishalloween or
#trickandtreats while reposting
highlights of the event including
creative guest costumes
Activations
David Dobrik and/or Ariana
Grande will be invited to join the
party and vlog their experience to
share with their fans, reaching
14.4+ Million followers!
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 Media
The campaign focuses on spreading Mickey's
NSS Halloween Party awareness through
traditional, social, digital, and news media to
reach the highest number of individuals
within the target audience. Through
advertisement in multiple areas, Halloween
fanatics, influencers, and anyone who wants
to celebrate will be invited to join the party to
experience a kind of event that does not
make the scary element a primary factor, but
rather make a nostalgic and fun experience
the main element. It allows everyone to
revive childhood memories while making
new ones!

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 Media
TRADITIONAL
Highway Billboards
Images of groups of friends
trick-or-treating with the
castle from Magic Kingdom
behind.
Exclusive Flyers
They will have hidden clues to
exclusive pins across the park,
encouraging them to hold on
to it. A few contain an entry
ticket.
Magazines
Covering the haunted
scavenger hunts and clues for
your adventure.
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Airport Billboards
Invites tired travelers who are
unaware of the party to join
and have a fun experience,
instead of a spooky one.
Mall Posters
Placed in high traffic malls
staged with thematic elements
including groups of friends and
park symbolism.
Merchandise
Exclusive merchandise that is
specially themed and earnable
through challenges, giveaways,
and scavenger hunts.
 Media
SOCIAL
YouTube Bloggers
Instagram Ads
Influencers review their
experience at Encourages social media
Mickey's NSS Halloween Party engagement to increase
and share tips and tricks on Mickey's NSS Halloween
how to get the best out of Party's exposition.
the party.

Website Bloggers

Critic's review of guest

experiences and share
reasons why you should
join the party.

DIGITAL AND NEWS MEDIA

Television Ads News Stations

Inviting people to remember the Coverage for mass
old tradition of trick-or-treating groups partaking in
in the same neighborhood, trick or treating at
which can now be done as Magic Kingdom.
adults at Magic Kingdom!
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 Media Budget

Exclusive Flyers

7%
Television Advertisement

8%
Highway Billboards

30%
Airport Billboards

8%

Paid Instagram Ads

10%

Mail Posters Social Media Influencers

15% 22%

HIGHWAY BILLBOARDS (30%) : $300,000

SOCIAL MEDIA INFLUENCERS(22%): $220,000

MAIL POSTERS(15%): $150,000

PAID INSTAGRAM ADS(10%): $100,000

AIRPORT BILLBOARDS(8%): $80,000

TELEVISION ADVERTISEMENT(8%): $80,000

EXCLUSIVE FLYERS (8%): $70,000

TOTAL: $1,000,000

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 Evaluation -KPI's:

Measuring

Engagement

Measuring "Disney Play" Measuring the number

usage as maps shift from
normal theming to of clicks on social media
Halloween themes! ads

The Map will

feature:

- Scavenger Hunt Path's

- Custom Profiles enable
unique character designs - Scavenger Hunt Path's
themed for the occasion

- Augmented reality games

and interactions across the
park

- Camera/Selfie filters with Mickey's

Halloween Party themes exclusive
to Disney World
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 Works Cited
“The Unofficial Disney Vacation Planning Guide - Walt Disney World, Disneyland
and Disney Cruise Line.” AllEars.Net, Sept. 2020, allears.net/reviews/mickeys-not-
so-scary-halloween-party-magic-kingdom/.
Cristin, et al. “Is Mickey's Not-So-Scary Halloween Party Worth The Expense?
(Updated for 2020).” Smart Mouse Travel, 25 Feb. 2020,
smartmousetravel.com/2017/07/23/mickeys-not-so-scary-halloween-party-worth-
expense/.
Bricker, Tom, et al. “2020 Mickey's Not So Scary Halloween Party Tips & Info.”
Disney Tourist Blog, 26 Aug. 2020, www.disneytouristblog.com/mickeys-not-so-
scary-halloween-party-review-tips/.
A First-Timer's Review of Mickey's Not-So-Scary Halloween Party, 23 Aug. 2018,
www.wdwinfo.com/walt-disney-world/a-first-timers-review-of-mickeys-not-so-
scary-halloween-party/.
Disney, Adults In, and Name. “Mickey's Not So Scary Halloween Party Review.”
Adults in Disney | A Blog Dedicated to Disney for Adults, 11 Sept. 2019,
adultsindisney.com/mickeys-not-so-scary-halloween-party-review/.
“Halloween at Disney/Universal - Orlando Forum.” Tripadvisor, 22 May 2017,
www.tripadvisor.com/ShowTopic-g34515-i19-k10503169-
Halloween_at_Disney_Universal-Orlando_Florida.html.
Robert Anderegg 2 years ago, et al. “Spooky Showdown:
Mickey's Halloween Party vs. Halloween Horror Nights.” Comic Crusaders, 1 Jan.
1968, www.comiccrusaders.com/spooky-showdown-mickeys-halloween-party-vs-
halloween-horror-nights/.
Adams, Dia. “Guide to Attending Mickey's Not So Scary Halloween Party.” The
Points Guy, The Points Guy, 22 Aug. 2019, thepointsguy.com/guide/mickeys-not-
so-scary-halloween-party-tips/.
“Home.” Disney World - The Largest Unofficial Online Guide to Disney World, Walt
Disney World, 09 Nov. 2020, www.wdwinfo.com/.
“Mickey's Not So Scary Halloween Party - Complete Guide With Best Dates.” The
Park Prodigy, 7 Nov. 2020, theparkprodigy.com/mickeys-not-so-scary-halloween-
party-review-guide/.

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 Works Cited
“Wynne, Sharon Kennedy. “For the First Time, Disney Will Allow Halloween
Costumes in Magic Kingdom.” Tampa Bay Times, Tampa Bay Times, 28 Aug. 2020,
www.tampabay.com/life-culture/entertainment/theme-parks/2020/08/28/for-the-
first-time-disney-will-allow-halloween-costumes-in-magic-kingdom/.
“Main Street U.S.A. at Magic Kingdom Is All Decked Out For Halloween.” Disney
World - The Largest Unofficial Online Guide to Disney World, Walt Disney World,
19 Aug. 2018, www.wdwinfo.com/walt-disney-world/main-street-u-s-a-at-magic-
kingdom-is-all-decked-out-for-halloween/.
Bricker, Tom, et al. “2020 Mickey's Not So Scary Halloween Party Tips & Info.”
Disney Tourist Blog, 26 Aug. 2020, www.disneytouristblog.com/mickeys-not-so-
scary-halloween-party-review-tips/.
“Play Disney Parks' Wallpaper - Epcot.” Disney Parks Blog,
disneyparks.disney.go.com/blog/wallpapers/play-disney-parks-wallpaper-epcot/.

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