Moms are an important target audience for Walt Disney World (WDW) Resort. So when internal research revealed booking a Disney vacation could be overwhelming, especially for first-time moms, it decided to create an online forum where vacation-planning moms could seek advice from a panel of moms who are seasoned Disney travelers.
One reason the WDW brand, working with Coyne PR, wanted to create a space that facilitated interaction among this group of influencers is that moms tend to place a high ...