Disney campaign aims to lure visitors

Hong Kong - As Disneyland struggles to match its first year attendances levels, the theme park has launched an outdoor campaign titled "summer blast" aimed at increasing visitation numbers.

The outdoor campaign targeting families with kids and young adults between 22 and 28 years, features a JC Decaux Texon bus shelter installed in Tsim Sha Tsui with special panels where water is pumped on the Disney character to promote Mickey's Waterworks parade.

"The bus shelter lets viewers have a taste of the summer energy inside Hong Kong Disneyland and a preview of the water fun they will get from the Water Works parade", Jonas Fung, associate account director for Ogilvy & Mather Advertising said.

The campaign launched earlier this the month will run for approximately four weeks and is supported by TV, print and online in both Hong Kong and Mainland China.

In late July this year, Disney Hong Kong has also tapped OOH outfit JM Network to create a "Mickey splash room" at CommonSpace in Causeway Bay to extend the excitement of the theme park in the city centre.

O&M handled creative while Perfect Advertising & Production handled media buying and planning duties in Hong Kong, OMD in Mainland China.