The Walt Disney Company’s Disney Princess Fantasy World was launched in China in October with support from Ketchum Shanghai.

Ketchum worked with FeiYuan, the local event production partner, to turn a standard five-star hotel into a real Disney Princess Fantasy World with six Princess rooms full of Princess toys and clothes. Ketchum invited little girls from a local kindergarten to the event and made their dreams come true when they were crowned as Disney Princesses. The event highlight was a live performance of the new Disney Princess theme song. The little Princesses joined in and the invited media enjoyed a beautiful and happy moment.

Over 50 journalists attended the event, and to date 88 pieces of coverage have been generated.