Hong Kong Disneyland Resort (HKDL) has opened its Marvel-themed attraction “Ant-Man and The Wasp: Nano Battle!”. To celebrate the opening, the resort has launched a shrunken newspaper and distributed it across Hong Kong.
HKDL partnered with Sky Post to shrink an actual newspaper and distributed the incy wincy version today in Admiralty, Causeway Bay, Quarry Bay, Tsim Sha Tsui, Kwun Tong, Kowloon Bay, and Mong Kok. Featuring the fictional story about a Nano Battle event, the shrunken newspaper also describes the ride experience and other features at HKDL alongside some actual news.
The shrunken newspaper can also be found online where it has been uploaded on Sky Post’s official website. The media outlet has also launched a online game as part of the larger campaign where winners will be awards two HKDL admission tickets.
“The essence of this unique Ant-Man and The Wasp campaign is a witty switch between big and small. When things are shrunk, it makes a world of difference, and we wanted to bring this hype to town”, said Raymond Leung, deputy leader of Mindshare.
Opening on 31 March, the new attraction is the first attraction ever to feature Ant-Man and The Wasp and is also the first-ever Marvel attraction in a Disney park to feature a female Super Hero as a title character.
This is HKDL’s second Marvel-themed attraction as the park aims to continue its growth as a hub for Marvel Super Hero action in the region.
Media agency Mindshare HK
Mandy Lam, Raymond Leung deputy leader
Jennsen Fung director, connection planning
Sammy Li manager, connection planning
Olivia Chan manager, content+
Leo Tse supervisor, connection planning
Gying Lam senior associate, content+
Jason So associate, connection planning
Jason Fung, Amy Wong executive
Creative Agency BBDO