A crisis communication campaign for Hong Kong Disneyland

1. Ch 10: Shark Fin
Soup
By Lauren Ewers

2. Background
• Disney built Hong Kong Disneyland-
opened on September 12, 2005
• First Magic kingdom in China
• They added several Chinese
touches to the park
• Had a grand opening and built
community relations

3. A Turn for the Worst
• International news hit the park
• Situations:
oLabor issues
oWild Dogs
oOvercrowded
oFireworks pollution
oShark Fin Soup

4. Video
• https://www.youtube.com/watch?v=zWNb9UFi_Kk

5. Objectives Of Campaign
• Create positive image for The Walt
Disney Company and Hong Kong
Disneyland
• Get the negative media spotlight
off of them
• Get visitors to come to the park

6. Strategies and Tactics

7. Evaluation