Partnership:

THE PRINCESS DIARIES 2: ROYAL ENGAGEMENT and Drexel Heritage

Description:

Walt Disney Studios partnered with Drexel Heritage, a furniture design retailer, for the theatrical release of PRINCESS DIARIES 2: ROYAL ENGAGEMENT. Disney provided Drexel Heritage with key product integration opportunities within Princess Mia’s bedroom in the film, featuring Drexel’s bedroom set. Drexel created a Princess Mia collection, as featured in the film to offer customers a chance to feel like royalty. In addition, Drexel created a television spot, using the bedroom scene from the film which aired for six weeks. Media purchases included great mom-targets like HGTV, Food TV, Oxygen, Fine Living, and Lifetime. Drexel created a series of 4-page print ads which were featured in Traditional Home, Country Living, Architectural Digest, and Veranda with a broad distribution of 10.3 million in total readership. Drexel Heritage alerted consumers of the promotion via in-store signage at all of their retail locations. Drexel retailers hosted over 100 promotional tea parties themed to the film across the country, mirroring the tea parties that Disney hosted at the El Capitan theatre in Hollywood.

Partnership Opportunity:
THE PRINCESS DIARIES 2: ROYAL ENGAGEMENT/Theatrical
Company:
The Walt Disney Studios
Partner/Category:
Drexel Heritage /Household
Timing:
July 3rd Quarter 2004
Target:
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
Tuck

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