Salty Strategy

One of the things I love most about marketing is understanding why people connect so deeply with certain brands. For my final project in Consumer Behavior, I decided to choose Disney as my Fortune 500 company and focus specifically on the Disneyland Resort’s Magic Key program and its community of young families and millennial Disney fans.

As someone who is a Disney pass holder myself, I have seen firsthand how powerful the Disney brand can be. Many guests don’t just visit the parks for rides and attractions—they visit because Disney creates experiences, traditions, and memories that become a meaningful part of their lives. Whether it’s celebrating a birthday, taking family photos in front of the castle, or simply escaping everyday stress for a few hours, Disney has built an incredibly loyal customer base.

I’m interested in exploring what motivates people to purchase and renew their Magic Key passes and how Disney uses marketing strategies to keep guests engaged throughout the year. I also want to better understand how emotional connections, exclusivity, and brand loyalty influence consumer behavior.

I’m excited to dive deeper into this topic throughout the course because it combines my personal interests with important marketing concepts that can be applied to many different industries. I look forward to learning more about why consumers make the decisions they do and how companies can build lasting relationships with their customers.