Disney Brand Quiet After Alligator Tragedy

Walt Disney WorldDisney’s slogan for its parks, “where dreams come true,” became a nightmare on Wednesday with this headline: “Missing 2-year-old Boy Snatched by Alligator in Disney World Found Dead.” What can Disney’s marketers tell scared parents reading headlines like this one in the New York Daily News?

Disney and Walt Disney World hadn’t yet reacted on Twitter or on wdwnews.com on Friday. Meanwhile, the company was responding to journalists, taking steps to enhance warning signs and muting celebration of its new $5.5 billion Shanghai Disneyland dedicated on Thursday.

At the time when the boy, Lane Graves of Nebraska, was still missing after being pulled into a man-made lake at the resort by a nearly 7-foot-long alligator on Tuesday night, company representatives said to Omaha TV station KETV, “Everyone here at the Walt Disney World Resort is devastated by this tragic accident. Our thoughts are with the family. We are helping the family and doing everything we can to assist law enforcement.”

What can Disney do to reassure parents who may have saved for years to bring their children to the Magic Kingdom? What can other travel marketers do when faced with similar tragedies?

1. Be Transparent and Authentic

Disney’s shown its representatives can be compassionate. On Tuesday, shortly before news broke about Lane Graves, Walt Disney World tweeted its condolences and the announcement of the company’s $1 million donation to the OneOrlando Fund, set up to help the victims of the Orlando nightclub shooting and their families. (News broke separately that the Orlando nightclub shooter had visited the theme park, perhaps considering it for an attack, and that post-attack, Disney World stepped-up security measures.)

While the toddler was still missing, Disney World representatives worked to be transparent and authentic with the media. After authorities found the boy’s body, Disney CEO Bob Iger called the Graves family, reports CNNMoney.

“As a parent and a grandparent, my heart goes out to the Graves family during this time of devastating loss,” Iger said in a statement Wednesday evening that CNNMoney and many other news outlets released. “My thoughts and prayers are with them, and I know everyone at Disney joins me in offering our deepest sympathies.”

On Thursday, ABC reported that the Graves family had publicly requested privacy to grieve for their son.

2. Say What You’re Doing to Prevent It From Happening Again

First, Disney could provide better warning signs and brief parents as they arrive to the resorts. The company seems to be doing this without making an official announcement about it. On Thursday the Disney Blog, a fan-run site, reported that theme park officials were considering adding signs, but human behavior may thwart security efforts. Tourists feed gators right from the bungalow decks, the post says. All resort signs say not to feed the wildlife or swim in the water and two resorts house signs warning of alligators, according to the blog. Still, Disney World had this to say: Disney spokeswoman Jacquee [Wahler stated] that the Walt Disney World Resort is “conducting a swift and thorough review of all of our processes and protocols. This includes the number, placement and wording of our signage and warnings.” Beaches are also closed.

Another Disney fan and parent, in a blog post titled “Walt Disney World Gator Attack: Why I’ll Still Continue to Visit,” said swimming and wading are two different activities to her. Graves was seen wading before the alligator pulled him under. Blogger Karyn Locke writes on Thursday: “The Kid and I have waded in the water on the beach shore of Disney’s Polynesian Village Resort have never thought twice about what could be in it.” (That’s where the Disney Blog reported guests “feeding the wildlife from the decks.”)

Heather Fletcher is senior content editor with Target Marketing.
Publish date: June 20, 2016 https://dev.adweek.com/performance-marketing/disney-brand-quiet-after-alligator-kills-toddler/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT