Miss World calls in Paget Baker for China pageant

The Miss World Organisation has appointed Paget Baker PR to handle its global PR for this winter’s competition in China.

The beauty pageant, now in its 54th year, has come under fire in recent years for being outdated and sexist, prompting organisers to introduce more challenging categories such as a scholarship arm and a talent section.

The competition is operating under the theme of ‘Beauty with a Purpose’.

‘The organisation has tried to move the competition forward and give it a more modern feel,’ said Paget Baker director Lisa Baker. ‘China is putting a lot of effort into showcasing itself as a territory that can handle big, live events like this.’

Paget Baker will appoint Mandarin-speaking affiliate PROs in China and will work with translators worldwide. The agency’s events team will implement the strategy in the run-up to the competition, which starts on 11 November with the final gala ceremony on 4 December. It will also manage press facilities and oversee media.

The event is headquartered at the Sheraton Hotel in Sanya.

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