Disney is readying a marketing blitz as it prepares to launch Disney+, its video streaming service that aims to take on Netflix and Amazon Prime Video.
Speaking on an investor call last night (6 August), Disney CEO Bob Iger said the company would be treating the launch as its most important in 15 years, with a marketing plan to match. That will include both “digital and analogue” activity, as well as “significant” support on Disney’s own platforms.
“It is going to be treated as the most important product that the company has launched, certainly during my tenure in the job, which is quite a long time,” said Iger who became CEO in 2005.
He added: “Nothing is more important to us than getting this right.”
The company will also make use of its other consumer touchpoints to promote the service. That means promoting the service to people who own its co-branded credit card, have stayed at one of its hotels, or are members of its D23 fan club.
He added: “The opportunities are tremendous to market this.”
Sourced through Scoop.it from: www.marketingweek.com