In 2018 we were able to experience being shrunk down to the size of a toy at Toy Story Land in Disney’s Hollywood Studios. Remember all of the adorable commercials that were released with the iconic blue and yellow ball with the red star? Don’t expect such a marketing blitz to occur this year with the opening of Star Wars: Galaxy’s Edge! Bob Iger (Disney CEO) stated on a recent earnings call to not expect much spending when he was asked about the type of expenditures that should be expected. “And I would say, by the way, on the marketing expense side, don’t expect much. I’m thinking that maybe I should just tweet, ‘It’s opening,’ and that will be enough. I think we’re going to end up with incredibly popular and in-demand product with these two new lands.”
Disney has not released their estimates however outside organizations are projecting anything from 150,000 – 200,000 people to show up once Star Wars: Galaxy’s Edge opens at Disneyland this summer. Only about half that number can actually fit inside the park. There is no logical reason that a huge marketing campaign will be needed.
Also stated on the same marketing call by Bob Iger was that Disney will be utilizing word of mouth and media coverage as part of their marketing plan. When describing the new lands at both Disneyland and Walt Disney World, Iger stated, “They’re large. They’re beautiful, and they’re extremely innovative. And they obviously leverage the popularity of the Star Wars brand. And I think that we’re going to have absolutely no problem gaining attention for them or to them, and it’s not going to take much marketing to do that. That’s a signal that I just sent to our parks and resorts people to keep that budget really low.”
While this is definitely a different marketing direction for Disney, I tend to agree with their marketing plan. Star Wars has a huge fan base. The information that has been released about Star Wars: Galaxy’s Edge makes it sound absolutely breathtaking! I, for one, am extremely excited for the opening dates to be released. Who knows, maybe Bob Iger will actually just tweet out the opening dates!
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