One of the new programs to be launched at Disney's theme parks very soon was announced today at the shareholders meeting in Connecticut. Bob Iger went on to descibe it in a hypothetical example. I've posted a transcript of that portion of the speech so that you all get a sense of what to expect on your future visits. The program, by the way, will be completely voluntary.
Another, and very different, utilization of technology is an initiative we call Customer Relations Management, or CRM for short.
As we've already mentioned, Disney enjoys an extraordinary affinity with its customers. Until now, this has been based on the appeal of our stream of products. But, thanks to technology, we will have the ability to have a deeper two-way relationship with our biggest fans.
Let us give you an example of how this can work. Imagine that Mr. and Mrs. Charming and their two children visit Walt Disney World. During their stay, preferred reservations are made at their favorite restaurants, advance FASTPASS tickets are provided for their favorite rides and one morning a cupcake with a candle is brought to their room in honor of their daughter's 8th birthday.
When the Charmings leave the resort, they indicate in their guest surveys that they particularly enjoyed the Peter Pan flight attraction. Shortly after arriving home, they receive a note thanking them for coming to Disney World and offering them discount coupons for the video of "Peter Pan" and for the film "Return to Neverland," playing at their local theater. Later in the year, they receive promotional materials offering them a family package for the Disney Cruise Line, mentioning that Captain Hook himself will be on board. And, at Halloween, they are sent discounts for Peter Pan and Tinker Bell costumes at the Disney Store. When they return to Disney World, they are notified of a Character Breakfast that features the Peter Pan cast.
This hypothetical example should give you an idea of how we can interact with our guests, making them aware of opportunities and providing them incentives to enhance their sense of connection with our company. [/QUOTE}