HKDL is gearing up for 5th Anniversary

[HongKongDisneyland]

HKDL is gearing up for 5th Anniversary's Celebration by appointing Ogilvy & Mather and M&C Saatchi....

HONG KONG - Hong Kong Disneyland has confirmed Ogilvy & Mather Hong Kong, the incumbent agency of five years, and M&C Saatchi as its new agencies of record.

Hong Kong Disneyland first called a statutory five-year review of its creative business in July.

Ogilvy will focus on developing the resort's fifth anniversary campaign, while M&C Saatchi will work on upcoming seasonal campaigns for Christmas and Chinese New Year celebrations.

Derek Wong, director, marketing, China Business, Hong Kong Disneyland, said: “Both agencies have demonstrated their strength in offering creative solutions to accommodate different needs in various regions.”

Meanwhile, HKDL has also appointed Agenda as its agency for online digital solutions covering creative and production.

Mindshare will remain as the attraction's media agency.

“All appointed agencies will be tasked with enhancing Hong Kong Disneyland’s position as one of the most attractive destinations for tourists,” Wong said.

Hong Kong Disneyland announced last July that the park's expansion project would officially start at the end of this year. Three new themed areas will be added to the resort, bringing the total number of attractions, entertainment, and interactive experiences at the resort to over 100 by 2014.

The three new themed areas are 'Grizzly trail', 'Mystic point' and 'Toy Story land'.

Source: Media.Asia

[kaliwolf]

Wait, this is completely new to me. HKDR doesn't use Disney's own marketing machine?? Wow. Maybe that's why their promotions aren't filled with "Magic, Wishes, and Dreams" TM, or Princess-palooza, or any other dreck Disney constantly pushes. Or do they? I'm not as intimately familiar with the resort's approach, just that it has a different feel. They also seem to heavily use Chinese celebrities.