Universal Beijing Resort hands media remit to PHD China

Universal Beijing Resort (UBR) has handed its media buying duties to PHD China, MARKETING-INTERACTIVE understands.  

As the media agency of record for UBR, PHD will be handling UBR’s media strategy, buying services and creative solutions, as understood by MARKETING-INTERACTIVE. 

This comes after PHD beat the incumbent IPG Mediabrands agency Initiative during a pitch.   

Back in June, Universal Beijing Resort’s summer event Universal Cool Summer made its return. For the first time ever, Universal Cool Summer's DJ water show welcomes an evening version, inviting guests to revel in an exclusive evening of carnival excitement and dynamic release for ultimate enjoyment.  

In addition, Universal characters dressed in limited-edition summer attire will offer an all-new Universal’s Cool Summer character meet-and-greet, enabling guests to enjoy the charm of summer together.   

Meanwhile, guests can also look forward to a variety of exclusive summer themed merchandise, delightful food, and refreshing icy drinks to stay cool throughout their summer retreat.   

During the event, Universal Cool Summer returns with all-new evening show, infusing the summer with boundless energy and coolness. As the unique lighting effects of the evening show blend with the splashing water, a dynamic and exhilarating atmosphere envelops the entire venue, enabling guests to fully enjoy the festivities after sunset.

The music-savvy Bumblebee will once again transform into a DJ and compete for the top spot in the DJ competition alongside more than ten Universal characters, including Illumination’s Minions, and DreamWorks Animation's Po and Alex. With beats of music filling the air, guests can revel in the coolness emitted by dozens of entertainment water devices, immersing themselves in an exhilarating water dance party. 

The "Soak zone" at the forefront, the intermediate "Splash zone", and the "Dry zone" where everyone can remain dry - allow guests to dance away with stars of the blockbuster world as they please. Multiple large outdoor screens in the performance area will synchronise with the entire performance, while also capturing real-time, exclusive footage of families fully engaging in the fun, further elevating the cool summer atmosphere.

Additionally, two dryer facilities, sunshades and lockers have been set up near Hollywood Amphitheater, enabling guests to freshen up and comfortably proceed with the rest of their visit after the show.

Opened in 2021, UBR is the fifth Universal Studios-owned theme park and the third in Asia after Japan and Singapore.  

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