The Walt Disney Co. on Tuesday unveiled a new promotional campaign for 2010 to spur volunteerism — even as it sought to boost attendance at its domestic theme parks.
The company will offer a free one-day admission ticket to Walt Disney World Resort in Orlando, Fla., or Disneyland in Anaheim, Calif., to as many as 1 million people who volunteer through HandsOn Network, a giant volunteer organization.
HandsOn is part of the Points of Light Institute, which operates 250 centers throughout the United States, connecting volunteers to more than 70,000 nonprofit agencies seeking help.
“It’s a great way to honor guests who are making a positive contribution to their communities,” Disney President and Chief Executive Robert A. Iger said in a statement.
The “Give a Day, Get a Disney Day” campaign represents another installment in promotions designed to keep visitors coming to the theme parks despite the recession. Hotel and ticket discounts this last year stabilized attendance at the Orlando resort and boosted traffic to the Anaheim park, even as it squeezed profit margins.
Starting Jan. 1, people can go to DisneyParks.com to browse for volunteer opportunities in their area and sign up for a day of service.
Many of the opportunities will be projects that the entire family can participate in.
To be eligible for the promotion, volunteers must pre-register and sign up through the Disney Web site.