Crisis Response Press Release
*Please note: I do not speak for the Walt Disney World brand or the Company. This is an entirely fictional scenario created for a school project and portfolio purposes only. The following press release is a sample and not official material from DPEP. Thank you!
For my PR & Promotions class, I wrote the following press release for a fake crisis that happened to The Walt Disney Company. I used other press releases on the company website to best fit the brand voice and current events to create a realistic (albeit still fake) scenario.
Download a PDF version of my crisis response press release here.
NEW GUARDIANS OF THE GALAXY RIDE HALTS JUST BEFORE TAKEOFF
Walt Disney World Resort faces setback as new EPCOT ride experiences technical difficulties.
LAKE BUENA VISTA, Fla. – The opening of Walt Disney World Resort’s Guardians of the Galaxy: Cosmic Rewind attraction has been delayed from May 27 to June 3 due to technical difficulties experienced in the third week of ride previews.
Walt Disney Imagineering is actively working to resolve issues found on the ride vehicles as damage to the new 360-degree rotating technology was noted earlier this week. The attraction had completed safety testing and was fully operating for cast member and Disney Passholder previews that began in April. It is the second ride added to EPCOT within the last eight months.
Chairman Josh D’Amaro sees the potential for an optimistic timeline as work could begin as early as May 25.
“Safety is one of our Five Keys and a top priority at DPEP,” D’Amaro said. “We want to create a magical experience for all our guests but also ensure we are prepared to run at 100% capacity efficiently and safely.”
We recognize that many guests may have reservations planned around this momentous occasion. Walt Disney World Resort is prepared to provide special dining discounts for guests holding EPCOT reservations between May 27 and June 2. Park reservations must be made before May 24, and details will be sent to these guests via email. More information regarding the terms of this offer can be viewed at DisneyWorld.com.
Guardians of the Galaxy: Cosmic Rewind is expected to return to operational capacity by May 31, and safety testing will be completed by June 2. Guests may view the latest updates at WDWNews.com.
About Disney Parks, Experiences and Products
Founded in 1923, The Walt Disney Company exists to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company. As a subsidiary of TWDC, Disney Parks, Experiences and Products is the global hub that brings Disney’s stories, characters, and franchises to life through theme parks and resorts, cruise and vacation experiences, and consumer products–everything from toys to apparel, and books to video games. For more information and to view recent news, please visit DisneyConnect.com/DPEP.
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