Disney sets high hopes for CNY celebration

BRANDING   DISNEYLAND   M&C SAATCHI

Hong Kong - Hong Kong Disneyland has launched a festive campaign for the Chinese New Year to position itself as 'the land of fortune' for the Year of the Tiger. 

From 5 to 28 February, the park will offer guests festive attractions, traditional CNY merchandises and cuisine.

"Hong Kong people love to celebrate Chinese New Year," said Frederick Chan, director of marketing, Hong Kong business of Hong Kong Disneyland Resort.

"We hope our Year of the Tiger Celebration will provide a perfect alternative activity for families who are looking for some festive fun that every single family member can fully enjoy," Chan said.

To support the CNY celebration, Disneyland has launched an advertising campaign that features Disney's cartoon characters and Asian diva Kelly Chan.

She has also designed a set of festive outfit for Mickey and Minnie for the campaign, as well as a series of fashion clothing and accessories titled "Hong Kong Disneyland Exclusive KxM Collection" which will be sold at the park during the Chinese New Year.

"We developed this marketing campaign with those who would celebrate Chinese New Year in mind," said Derek Wong, director of marketing, China business of Hong Kong Disneyland Resort.

"They can be local Hong Kong residents, the Chinese community at large in the region, or whoever wants to have a taste of the traditional festive celebration."

Lisa Yeung, creative director of M&C Saatchi, said the creative rational behind the campaign is to highlight the magical ride that takes visitors to spending a surreal Chinese New Year at Disneyland. 

"We've used lots of plum blossoms - which are often associated with prosperity and new beginning - in the visual to enhance Disneyland's positioning as 'the land of fortune'," Yeung said.

The campaign runs in print, radio, online and at MTR stations from now till Chinese New Year.

Pan Tam and Kelvin Chan, both account managers of M&C Saatchi, added that the campaign is supported by creative advertising such as inserting traditional paper decoration for the Chinese New Year in local newspapers and magazines.

Disneyland has also distributed trade posters and window stickers for travel agencies in China and Taiwan to promote travel packages and attract overseas visitors.

M&C Saatchi was responsible for creatives while Mindshare handled media planning and buying.

M&C Saatchi is now preparing Disneyland's next advertising campaign along with Ogilvy & Mather, which will be launched in March.

In the year to October 2009, Hong Kong Disneyland, 52%-owned by the Hong Kong government and 48% by Walt Disney, suffered a $HK1.32 billion drop in revenue.

Last July, Hong Kong's legislature approved a deal to expand the theme park, with the project to be completed in phases through mid-2014.

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