The Walt Disney Company (WDC) is one of the largest entertainment businesses in the world. Beginning with one man and an idea, Disney has become a Fortune 500 company with $98.6 billion in total assets (NASDAQ, 2018). The Walt Disney Company supplies entertainment in customary ways, such as television, films, music, and video games, but also in greater ways, such as grandiose cruise ships and amusement parks. The company produces entertaining theatrical productions that:

are family-oriented and family friendly.

promote their theatrical productions that are both entertaining and safe for children and also stimulating.

seek to entertain families with children who are looking for a fun, interactive, and safe vacation spot both with resorts and parks, and also cruise lines, etc.

Disneys success can be attributed to an excellent management structure, adaptable operational strategies, a prosperous global reach, and flexibility to accept opportunities and combat sizeable challenges.WDC has a global reach and currently has 12 theme parks worldwide, including parts of the United States, Tokyo, Hong Kong, Shanghai, and Paris.

As part of its global expansion, the WDC has decided to venture into Sub-Saharan Africa and has selected Ghana as its base for an amusement/theme park. They hire your public relations agency to craft a public relations strategy for the Ghanaian market. What would you recommend? Use the instructions below to indicate your recommendation

A. Introduction half a page (2 marks)

B. The target audience(s) for the campaign and briefly give a rationale for the selected audience? not more than half a page (3 marks)

C. Undertake secondary research regarding theme parks, competitor analysis among others. 11/2 pages (5 marks)

D. Specific, measurable objective(s) of the campaign (for example: increase awareness of x%..., gain acceptance, maximize patronage at least three objectives) half a page (6 marks).

E. Description of environmental (cultural, social, economic, media) factors that will impact and influence the campaign. 11/2 pages (8 marks)

F. Core messages and framing of issues and rationale for why and how they have been developed. This should include messaging to respond to any potential negative inquiries. 1 page (6 marks)

G. Public relations strategies and tactics and rationale for why and how it has been developed - 2 pages (10 marks)

H. How will you evaluate the campaign to show that it was a success at least 1 page (5 marks)

I. Identify possible obstacles Disney might face in its effort to establish itself in the Ghanaian market. How might these challenges affect communication efforts? 1 page (6 marks)