HK Disneyland and HK Tramways team up to unveil Duffy and Friends-themed tour

Hong Kong Disneyland Resort (HKDL) and Hong Kong Tramways have partnered up to launch a Duffy and Friends-themed TramOramic tour (電車全景遊) to surprise fans this Spring. 

Available until 7 May, Duffy and Friends plushies will be taking a ride on the 1920s-style open-top tram for the first time, aiming to add a splash of spring magic to the lively streets of Hong Kong Island. 

This comes as the open-top tram has completed a revamp, keeping its classic 1920s charm while upgrading its commentary service. The built-in audio-guided system now supports 16 language options such as Arabic, Hindi and Filipino, enabling visitors to listen to authentic tales of local life and tram history. Throughout the first month of the revamped service, Duffy and Friends plushies will accompany passengers on their scenic ride. 

A spokesperson from HKDL told MARKETING-INTERACTIVE that the collaboration between Hong Kong Disneyland Resort and the Hong Kong Tramways, both recognised as iconic symbols of Hong Kong popular with locals and visitors alike, creates great synergy. This partnership is more than just a win-win for both parties; it aims to enhance experiential offerings for everyone in or visiting Hong Kong.

Meanwhile, a spokesperson from Hong Kong Tramways said it is the perfect time for its sightseeing tram to be renovated and to collaborate with Disney before reintroducing the service to the market this spring.

Fans can hop aboard the upgraded Duffy and Friends-themed TramOramic tour with a special-edition transparent ticket featuring Duffy and Friends, available in two designs with 800 of each design.

Furthermore, a souvenir corner has been added to the train where passengers can receive a Ding Ding postcard and jot down their spring trip memories on it. During the event period, fans can also make their very own Duffy and Friends-themed souvenir card by stamping their favourite character with exclusive themed stamps. They can further collect Duffy and Friends’ signatures by visiting Hong Kong Disneyland. Passengers have the option to either keep the postcard for themselves or share it with friends using the free mailing service. 

Additionally, fans will be given a two-day tram pass, gaining unlimited rides on regular passenger trams. This aims to allow them to continue their spring adventures and explore the Hong Kong Island to the fullest.

The partnership is promoted through major offline and online channels. The event is further amplified by invited social content creators and both parties’ social channels. 

According to the spokesperson from HKDL, partnership marketing is one of the key strategies. With Disney's strength in storytelling, HKDL could leverage partnership marketing to maximise its campaign exposure through partners' touchpoints, helping to reach new audiences. "It is equally important that our partners also benefit from great business synergy by leveraging the power of Disney storytelling," the spokesperson added.

In addition, the spokesperson from Hong Kong Tramways said that experiential marketing is being adopted in response to the increasing demand from experience-driven tourists. It collaborates with well-known IP characters, such as Duffy and Friends, to create a combined experience that amplifies reach and creates talk-of-the-town. "It also helps reposition our sightseeing service into a premium offering and open up possibilities with a brand-new themed experience that creates sightseeing needs for locals, other than our usual target market who are mostly tourists," the spokesperson added. 

Don’t miss: HK Tramways celebrates 120 years with McDull at Central Market pop-up

Back in July last year, Hong Kong Tramways teamed up with local character McDull (麥兜) to launch a pop-up, celebrating its 120th anniversary. The Grade III historical building was transformed into a celebratory destination, featuring McDull and the Hong Kong Tramways ambassador "Ding Ding Cat" through an array of initiatives with the theme of “Moved by our every journey”.

As visitors entered Central Market from Queen's Road Central, they would be greeted by a life-sized 1:1 statue of "Ding Ding Cat". Furthermore, Hong Kong Tramways launched a "FinDING Principal" treasure hunt. Participants could pick up a mission card at the "Central Card tram station" and search for the McDull character "Principal" hidden in six different corners of Central Market.

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