On May 29 2011, Disney Junior, a new multiplatform brand and channel devoted to children ages 2-7, debuted in Australia on FOXTEL and AUSTAR. The channel replaced Playhouse Disney, and consumer public relations agency, Pulse Communications, was tasked with securing positive editorial in high profile outlets to raise awareness of the launch and encourage parents and kids to tune in on launch day and beyond.
To celebrate the launch, Mickey & Minnie Mouse travelled to Australia from Disneyland for the first time in 7 years. An exclusive launch party was held at the Sydney Opera House in the week before launch, which was attended by hundreds of parents and kids. Pulse also secured a number of celebrity mums and dads to attend the launch party, including cricketer Ricky Ponting and TV star Katrina Warren.
In addition, Pulse managed a media photo call with Mickey & Minnie and excited local kids at Mrs Macquarie’s Chair. Nancy Kanter, Senior Vice President for Disney Junior Worldwide was also in Australia for media interviews in the days before launch, and Pulse secured back-to-back interviews for Nancy over the course of two days.
At the conclusion of the public relations campaign, Pulse had secured positive editorial coverage on the Disney Junior launch that reached over 8 million Australians. Coverage highlights included morning TV show The Circle, and large news pieces with photos in The Australian and the Courier-Mail. The campaign delivered a 4:1 ROI and exceeded KPIs by almost double.
On launch day, Disney Junior rated the #1 kids channel in Australia and enjoyed 44% more viewers compared with Playhouse Junior the previous Sunday.