Living Christmas as an experience: Disney transforms Parque La Mexicana
PR & Media | Content creators | Immersive experience | Brand activation
PR & Media | Content creators | Immersive experience | Brand activation
Disney’s Christmas Village at Parque La Mexicana was conceived as an experience meant to be lived, explored, and shared. The challenge was clear from the beginning: getting media and content creators not just to attend, but to emotionally connect with the experience and authentically share it with their audiences. The strategy had to focus on the experience itself, carefully curating every detail so that the journey could speak for itself and naturally translate into organic and relevant coverage throughout the holiday season.
The main challenge was designing an outreach strategy that worked for both traditional media and digital creators, ensuring a smooth, well-organized, and memorable experience in an open, family-friendly space with high foot traffic. The goal was to spark conversation through real experiences, not through announcements.
The strategy was built around an experiential PR approach. Key media outlets and content creators aligned with entertainment, lifestyle, and pop culture were invited to experience Disney’s Christmas Village just like any other visitor would. From the moment they arrived, guests were welcomed, guided through the experience, and supported to ensure that every station was running smoothly, always prioritizing comfort and enjoyment.
The immersive journey became the core of the narrative. From the Mickey & Friends area—where guests decorated their own Christmas ornaments—to adventure activities and challenges inspired by different Disney franchises, each space offered naturally shareable moments. The PR work focused on facilitating the experience, documenting what happened, managing guest lists and content tracking, and following up closely on the coverage generated, ensuring consistency and reach across traditional media and digital platforms.
Disney’s Christmas Village positioned itself as one of the most talked-about holiday experiences of the season. Coverage included media outlets such as Milenio, adn40, Merca2.0, and 88.9 Noticias, along with the participation of content creators like Ana Pau Galindo (mama_pregunta), Lucy Rohe, Pako Cedillo, Ro Ybarra, and other relevant profiles, who shared the experience from a personal and authentic perspective.
The campaign resulted in a total of 313 publications across media and digital platforms, reaching more than 290 million people. The strategy proved how a carefully executed public relations approach—focused on guest experience and effective media and creator management—can transform a themed attraction into a large-scale conversation aligned with the spirit of the brand.
