The PR drive, which will revolve around the promotion of the character’s upcoming 75th birthday, aims to boost Mickey’s appeal to consumers in the UK, where he is far less popular than on the continent.
Disney vice-president of corporate comms Europe Joyce Leaver, who is co-ordinating the campaign, would only say: ‘We are planning a PR campaign in the UK around Mickey’s birthday.’ She added that details were still being developed.
However, it is understood that around four agencies are pitching for the campaign. The successful shop will handle consumer media relations, viral marketing stunts and celebrity and charity events.
Cunning Stunts is one agency understood to be pitching.
It is believed the UK campaign – which is likely to involve Mickey’s long-standing girlfriend, Minnie – could also extend to other European countries, including France, the home of Disneyland Paris.
PR activity will peak around the birthday, which is on 18 November, but work will run through November and December.