Shanghai
Disney Resort
At Shanghai Disney Resort, where dreams come to life and magic fills the air, we had the privilege of playing a pivotal role in shaping both internal and external communications strategies in order to enchant, entertain, inform, and inspire both guests and employees alike.
The Challenge
To create seamless and engaging communications strategies and content that would foster a sense of unity and belonging amongst the diverse employee demographic, while also effectively conveying the magic of Disney to the world. Working within a dynamic and ever-evolving environment, the challenge lay in ensuring that every message resonated with the spirit of Disney, whether it was for internal engagement or external storytelling. Additionally, navigating through the complexities of crisis communications during the COVID-19 outbreak presented a unique challenge that required agility, empathy, and unwavering commitment to both employees and guests well-being.
Deliverables
Internal Communications Strategy
Developed comprehensive communications plans aligned with business objectives, including seasonal campaigns and crisis communication protocols.
Media & KOL Relations
Established and nurtured relationships with media and key opinion leaders to enhance brand visibility and secure favorable coverage for Shanghai Disney Resort.
Executive Communications
Our team excelled in developing impactful speeches, newsletters, and town hall scripts for executives, enabling them to effectively convey key messages and engage with stakeholders to drive alignment and understanding across the organisation.
Content Creation
Crafted engaging and informative content for internal channels and external platforms, such as the in-house employee app, website, newsletters, and TV shows, as well as the official Shanghai Disney resort app, ensuring linguistic accuracy and effective content marketing.
Event Management
Guided media liaisons through the park for our reopening following a COVID-19-related closure, ensuring smooth operations and positive coverage.
Project Stakeholder Management
We specialised in developing comprehensive communication plans and strategies tailored to the needs of project stakeholders, fostering positive relationships, addressing concerns, and ensuring alignment with project objectives for successful project execution and stakeholder satisfaction.
External Communications Optimisation
Optimised content for Shanghai Disney Resort's official Instagram account, proofread and edited press releases, park signage, and social media copy for English language accuracy and brand consistency.
Editing & Copywriting
Our team conducted thorough reviews and enhancements of written content to ensure clarity, consistency, and alignment with brand guidelines, enhancing the overall impact and effectiveness of communication efforts.
UX Copywriting
Our team worked diligently to craft compelling and intuitive copy for mobile applications, ensuring that every word enhanced the user experience, communicated key features and benefits, and drove user engagement and retention.
Published Work
Enhanced Employee Engagement:
By implementing engaging campaigns and enhancing digital platforms, internal communications saw increased employee engagement and satisfaction, fostering a culture of unity and camaraderie.
Crisis Communication Resilience:
Successfully managed crisis communications during the COVID-19 outbreak, keeping employees informed and reassured throughout the resort's closure, reopening, and implementation of new pandemic prevention measures.
Brand Visibility and Reputation:
Through optimised external communications and strategic content marketing, Shanghai Disney Resort experienced heightened brand visibility, reinforcing its reputation as the ultimate destination for magical experiences.
Improved Content Quality: The meticulous proofreading and editing of external communications materials resulted in improved content quality and brand consistency, enhancing the overall guest experience and perception of Shanghai Disney Resort.
Results?
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