RISE OF THE RESISTANCE 

PUBLICITY, MEDIA COVERAGE, SOCIAL LISTENING

PURPOSE

To launch the latest attraction in Walt Disney World Resort’s Star Wars: Galaxy’s Edge and to position the experience as a dynamic, immersive experience unlike any other. To promote the new offering, our team invited domestic and international media to get a sneak peek at this new attraction among other exciting upcoming projects. 

REASON

Through a two-day press event, media outlets were immersed in the story of Star Wars: Galaxy’s Edge to generate publicity and excitement about Walt Disney World Resort’s latest attraction.

PROCESS

I supported the team through multiple roles. On the first day of the press event, I acted as a liaison and assisted team members at various content stations. This included providing rundowns of what to expect to the media, ensuring everything was in place and keeping everyone on schedule throughout the day. The second day I performed social listening and media monitoring on media feedback about the attraction and upcoming attractions. 

RESULTS

This event resulted in millions of impressions for the new attraction. My team secured 1,263 total interviews from 222 domestic media outlets and 86 international media outlets.