As a landmark local campaign of a global IP in China, the Shanghai Disney Resort 10th Birthday Celebration has evolved from an in-resort annual ceremony into a city-wide, viral cultural phenomenon through integrated omnichannel communication and full-scene offline activation. Leveraging outdoor media, streaming platforms, KOL partnerships and comprehensive offline event execution, the campaign achieved widespread brand exposure, enhanced public recognition and tangible commercial results.

We deployed diversified outdoor media resources including LED screens and themed lighting installations across Shanghai’s premium core business districts, with a unified visual system tailored for the 10th Anniversary. Breaking the spatial limitations of the resort, the campaign extended the festive atmosphere to prime urban commercial areas, creating an immersive citywide celebration vibe. Online, precise targeted marketing was launched to cover core audiences including trend-driven youth, families, travel enthusiasts and urban consumers. Empowered by platform topic traffic, the campaign sustained online buzz and delivered large-scale digital brand engagement.

The campaign successfully established the Shanghai Disney 10th Anniversary as a top-tier urban cultural and tourism event of the year. It significantly boosted resort visitor flow, reservation volume, and sales of limited-edition anniversary merchandise, delivering dual growth in brand influence and commercial performance.