Once Upon A Disney Wish

I joined the Disney Cruise Line account team in 2021. With consumers still reeling from the impacts of a global pandemic, it'd be an understatement to say that cruise lines had a PR problem. Edelman took on the challenge and set out to launch Disney Cruise Line's first new ship in almost a decade. Keeping the media environment and safety in mind, we worked closely with the client team to produce the largest media event in DCL history. The virtual production was attended by over 300 domestic media outlets and 100k+ consumers. To enhance the event's Disney magic, media and imfluencers received an interactive "Enchanted Storybook" media-mailer that included goodies like a Disney Wish inspired fragrance and a ship model with wand activated augmented reality.