Disney goes live to Asia audiences

<P>ASIA-PACIFIC: The Walt Disney Company and Standard Chartered Bank have teamed up for a series of regional live shows, aimed at educating consumers about the 'stories behind the characters'.</P> <P><BR>Now on the ground in the Philippines, the shows have hit the stage in China, India, Korea and Thailand, and more markets are planned, including Taiwan and Australia. The live shows focus on six key Disney characters, including Mickey and Minnie Mouse, and contain a strong interactive element.</P> <P><BR>"It's about getting the kids involved, talking, dancing, shouting things out," said Lucien Harrington, VP, marketing, Walt Disney International. "(The shows) provide an interactive experience for our audience, and build a really emotional connection with them." </P> <P><BR>Harrington said the live shows are an ideal way to educate consumers in developing markets about the brand, who may not have grown up with the characters through TV, as in the West. The initiative also provides a platform for the brand to extend its community outreach programme through activities like hospital visits.</P> <P><BR>Disney is currently seeking other partners, in addition to Standard Chartered, to assist in expanding the initiative.</P>