WDW_ClosureAndrew Touhy, Assistant Account Executive

As Hurricane Matthew ripped towards the Florida coast, Disney World closed its doors for only the fourth time in 45 years. Park communications executives delivered clear, concise messages across all platforms that prioritized safety above Disney’s bottom line. Though the staff had to scramble to help cancel travel plans, the decision to close was lauded on social media. Compare this pro-active strategy to the University of Florida Athletic Department’s original plan (game is now postponed) to keep the Gators vs. LSU game in Gainesville on Saturday. Football over the safety of thousands. How did that initial decision work out for you, U of Florida? Not great. Having rational priorities is crucial in brand management.