"It's more making sure that these key industry leaders are aware of what we're doing," said Brandy Phillips, senior communications manager for Disney.com. "That the vertical industries and advertising sales are aware that there are these great opportunities."
The company will use its in-house team of PR pros for the effort, which emphasizes the site's "evolution to focus on entertainment," including an increase in the entertainment and videos available on the site.
It will also directly reach out to consumers by hosting the "You Rock The Summer" contest where kids can submit their homemade music videos based on Disney recording artists' songs.
The Disney.com evolution is part of the company's increased focus on digital properties in recent years, including virtual worlds and mobile-Web tie-ins, Phillips said. The Web site went under a major overhaul in February 2007, she noted.
"We have a very strong mobile-Web team that develops content for all different phones and carriers and so they're developing properties that tie directly to Disney.com," Phillips said, "so you can take your favorite games and things with you."
Disney.com's online movies are generating significant interest, she said, noting that the recent Jonas Brothers' film Camp Rock, which streamed on Disney.com for 24 hours, was played more than 800,000 times.