Award: CAMPAIGN CATEGORIES \ C31. Best Retail Event

MCP CENTRAL & MCP DISCOVERY partnered with Disney to launch “MCP x Disney Princess Summer Blossom Gardens,” the city’s first large-scale Disney Princess-themed floral wonderland. Centered around the “Wish Come True” narrative, the campaign successfully balanced commercial returns with meaningful ESG initiatives.

To combat summer outbound travel trends and maintain market heat from May to August, we designed an ecosystem with exceptional participatory depth. The multi-phased rollout featured a celebrity kick-off, weekend workshops, children’s talent shows, interactive games, exclusive merchandise redemptions, and over 20 merchant promotions. A major highlight was our partnership with THEi for an ESG-focused sustainable fashion contest, which culminated in a children’s runway show and public exhibition.

By combining licensed IP novelty with sustained, multi-generational family engagement, the campaign delivered outstanding footfall, sales uplift, and widespread PR. Ultimately, it achieved superior commercial ROI and community resonance amid fierce summer competition.