Disney’s runDisney campaign is completely driven by owned media. They use their Disney Channel, ABC, and their social media outlets to promote the various events, which are featured below. They also have advertisements and runDisney stores in the specific parks to get people interested and motivated. “runDisney is a series of events that provides runners the unique opportunity to run through Disney Theme Parks at the Walt Disney World® Resort in Florida and the Disneyland® Resort in California, earn Disney-themed finisher medals, experience legendary Disney entertainment & Guest Service, and ultimately celebrate their accomplishments with a Disney vacation.” The purpose of this campaign is to promote health and fitness to kids and adults. The target demographic of runDisney obviously varies. There are kids races and family fun run 5ks which all have a specific theme. Their slogan is “Every mile is magic when you runDisney!”
http://www.rundisney.com/?CMP=KNC-RunDisney-Homepage|G|1124229.DM.DO.03
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