Attention Marvel fans! Hong Kong Disneyland announced that its “Iron Man Experience – presented by AIA”, will be launched on January 11, 2017, with further promises that there will be more Marvel-themed news to hear about in the future.
Targeting men and young visitors, the new ride-through attraction features a story based in Hong Kong, in which guests will be able to soar through Hong Kong’s skies alongside Iron Man in the multi-sensory immersive motion experience. A Stark Expo will also be found in Hong Kong Disneyland’s Tomorrowland to show the high-tech creations Tony Stark used in movies.
What also caught Marketing‘s eyes was the announcement that Disneyland will establish a corporate alliance with AIA, making AIA the presenting sponsor of the Iron Man Experience.
This is not the first time that Hong Kong Disneyland partnered with a presenting sponsor. One other example would be the Fairy Tale Forest – Presented by PANDORA, which was launched earlier in August.
Ivan Lee, director of corporate alliance of Hong Kong Disneyland, told Marketing that visitors can expect more collaborations to come.
“We are always looking for brands that complement our business strategy. In this case, we have many commonalities with AIA in the markets that we reach out to, as well as brand promises,” he said.
“It’s not just about sponsorship and brand placement – we try to bring AIA’s brand to life by having a collective story-telling within the attraction. Since the attraction is protection-themed, we work with AIA to create a site story in which AIA is a trusted partner of Tony Stark and Stark Enterprise in terms of protecting their most valuable exhibits they are bringing to Hong Kong.”
In the collaboration, AIA will provide protection for some of the valuable collections displayed in Stark Expo, such as the Arc Reactor, the Iron Man MARK I suit, etc. AIA selected customers will be able to enjoy a preview experience before the attraction’s opening.
Bonnie Tse, general manager, business strategy and marketing at AIA Hong Kong and Macau, added that the multi-year corporate alliance will help strengthen brand promises by bringing happy memories and an exciting experience to people of all pages.