Disney taps MS&L to tout store-remodeling initiative

The Walt Disney Company hired MS&LGroup to handle a six-month project promoting its Disney Store remodeling efforts in the US, effective June 1. The news follows a competitive review that began in May.

BURBANK, CA: The Walt Disney Company hired MS&LGroup to handle a six-month project promoting its Disney Store remodeling efforts in the US, effective June 1. The news follows a competitive review that began in May. 

“We wanted to bring an agency on board that could handle executing comprehensive strategies,” said Shawn Turner, PR manager for Disney Stores North America. “One of the reasons we brought on MS&L was because their plan was so comprehensive.”

The company invited a small number of agencies to pitch for the business, including Coyne PR, which currently handles all PR surrounding Disney Parks and Resorts.  

“We went to a small number of firms because we only had a limited amount of time to review and meet with the agencies,” explained Turner. “We wanted to bring someone on board quickly.”

She added that the company had not previously worked with an agency to focus solely on its Disney Stores, which falls under the company's Consumer Products division.

Turner explained that while the relationship is currently short-term, the company will reevaluate the length and nature of the agreement when the project ends.  

Joe Carberry, president of the Western US region at MS&LGroup, said, “It's an iconic brand. We hope that it's the beginning of a beneficial relationship for us and Disney. We hope to grow our relationship over time.”

He added that the relationship materialized through personal contacts within the organization.   

Turner said the team will promote the new store design and interactive features primarily through PR and in-store and in-property marketing.

MS&LGroup will handle all PR related to the redesign, including consumer and trade media outreach and social media.

The company just completed its first reopening in Montebello, CA, and plans to roll out 20 newly designed stores in the US and Europe this year. It plans to complete the remodeling of all its stores over the next five to seven years.

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