DMA HK: Sam Chan on how HKDL blends AR and AI to engage Disney fans

Today, emotional and experiential value has emerged as the new loyalty currency, with eight in 10 APAC consumers relying on brand rewards for access to unique experiences, according to a Collinson International survey.

This change in consumer expectations is evident in how brands such as Hong Kong Disneyland Resort (HKDL) drive repeat visits and long-term visitor growth by consistently providing immersive and exclusive experiences.

Most recently, HKDL has presented exclusive entertainment for its 20th anniversary, including "Disney friends live: Party at the castle!", the resort's largest "Friendtastic!" parade, and the "Momentous: Party in the night sky" spectacular.

These limited-time shows, along with over 300 new merchandise items and 80 new food and beverage options, create excitement and reasons for guests to return multiple times," said Sam Chan (pictured), director of marketing, Hong Kong Disneyland Resort, in a conversation with MARKETING-INTERACTIVE.

The strategy combines major new offerings, seasonal events, strategic collaborations, and regional marketing activations, she said. For example, the world's largest Frozen-themed land, World of Frozen, attracts regional tourists with its immersive experiences. HKDL has also hosted mall events and drone shows in Greater Bay Area cities, along with targeted digital campaigns on platforms such as Weibo and WeChat, keeping the park top-of-mind for both local and international audiences.

“These initiatives ensure HKDL meets evolving customer behaviors and travel patterns, supporting sustained repeat visitation and long-term growth,” Chan said.

How is HKDL enhancing storytelling to engage diverse generations?

While visitors from different generations have varying expectations of the HKDL experience, Chan said that the park has leveraged Disney's rich storytelling heritage while continuously innovating to deliver immersive and interactive experiences.

As part of its digitalisation efforts, HKDL has integrated cutting-edge technology to enhance storytelling, according to Chan. Attractions such as Frozen Ever After utilise advanced Audio-Animatronics for lifelike character interactions, while augmented reality (AR) is employed in World of Frozen and the Duffy and Friends Play House to immerse guests in the narrative.

Extending beyond the park, AR is also used in marketing activations, such as the 20th anniversary party invitation at Kai Tak Sports Park, where participants can unlock the AR invitation through HKDL's app at Dining Cove and see Mickey Mouse and Donald Duck appear in their party outfits.

The park’s approach to digital engagement ensures that storytelling extends beyond traditional methods, meeting the digital expectations of younger generations, according to Chan. 

“By combining tradition with innovation, HKDL creates experiences that resonate with both long-time Disney fans and new audiences, ensuring its storytelling remains relevant and compelling,” she added. 

On the other hand, HKDL has recently upgraded attractions such as the Jungle River Cruise, which now includes skippers who combine performance with operation, using local humour and body language. “This has led to a fivefold increase in guest compliments and viral social media content, demonstrating the appeal of personalised, culturally relevant storytelling,” Chan said. 

Seasonal events, such as the “Nightmare before dinner” Halloween experience and collaborations with world-renowned pianist Lang Lang, as well as famous local and international singers, Hong Kong Ballet, and Hong Kong Children’s Choir, offer fresh, multi-sensory ways to engage guests, said Chan.

Enhancing brand loyalty through annual pass programme 

To create a dedicated community of Disney fans who are incentivised to visit the park regularly, HKDL has introduced an annual pass programme called "Magic access“. This initiative offers dedicated Disney enthusiasts exclusive benefits, events, and previews, with a strong focus on enhancing brand loyalty and building community, according to Chan.

Using the most recent 20th anniversary celebration as an example, Chan said that "Magic access" members receive special discounts, previews of new attractions and events for the 20th anniversary, and invitations to exclusive Magic Access nights and themed experiences. The annual pass programme also serves as a platform for engaging with the park’s most passionate guests, offering them unique opportunities to participate in limited-time offerings and seasonal events, she added.

Annual passholders are seen as highly engaged guests who not only visit the park more frequently but also participate in a broader range of experiences, from exclusive events to seasonal celebrations, Chan said. "This increased frequency of visits translates into greater support for merchandise, food and beverage, and special offerings throughout the year."

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