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  1. #1

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    IASW by Summer 2007, WSJ, 2006/6/12

    According to WSJ, IASW might debut in Summer 2007.

    HKDL will launch a massive promotional campaign in Summer(they will quadruple their current promotional spending)

    香港迪士尼樂園努力跨越文化差異

    香港迪士尼樂園(Hong Kong Disneyland)行政總裁安明智(Bill Ernest)在數月前為中國旅游業的代表們精心舉辦了一系列晚宴。他的任務是﹕找出這家樂園的問題--什 麼原因導致這家開張儘半年的樂園陷入參觀人數下降的窘境。

    安明智得到了明確、肯定的回應﹕迪士尼在中國的影響不夠大。大家都知道迪士尼這個名字﹐卻沒有覺得有必要去 它的主題公園參觀一下。安明智說﹕這讓我們一下學到了很多東西。

    作為回應﹐華特-迪士尼公司(Walt Disney Co.)週一開始啟動一個大型市場營銷活動。香港迪士尼樂園今年夏天也明顯增加了廣告投放﹐特別是在電視廣 告方面﹐以吸引更多遊客並使他們對主題公園有更加清晰的認識。迪士尼在公園內部也進行了很多調整﹐以使中國 人能夠更好地理解他們所看到的東西﹐以前很多中國遊客在游覽過程中似乎疑惑多於快樂。

    WPP Group PLC旗下的奧美集團(Ogilvy & Mather)中國區副董事長汪少傑(Joseph Wang)說﹕我們幾乎需要手把手地領著遊客﹐告訴他們從這些體驗中應該獲得怎樣的樂趣。奧美集團是迪士尼 此次市場營銷活動的合作夥伴。

    這次新營銷活動對於香港迪士尼樂園能否實現第一年560萬遊客的目標至關重要。在最近的一個業績會議中﹐迪 士尼首席執行長羅伯特•伊格(Bob Iger)稱香港迪士尼樂園是公司的一個潛在問題﹐並指出了公園遊客人數出人意料地大幅波動、以及營銷活動 低於平均市場水平等問題。由此得出的結論是﹕香港迪士尼樂園必須在今年夏天奪迴大片失地。

    瞭解中國遊客從最開始對迪士尼來說就是一個大問題。迪士尼公園以及度假區總裁傑伊•拉蘇洛(J ay Rasulo)說﹕“與其他迪士尼樂園的遊客不同﹐中國大陸遊客(的腦子裏)對迪士尼並沒有深入地瞭解。”

    香港迪士尼樂園現在承認﹐早期市場營銷活動不夠積極是他們當初的一個重大失誤。香港迪士尼今年夏天的營銷活 動支出是到目前為止所有營銷費用的四倍。汪少傑說﹐最早的迪士尼廣告中有一個從直升機上拍攝的公園全景﹐而 新廣告則更加強調個人體驗﹐並將清楚地闡述迪士尼所能提供的假日體驗。在一個電視廣告中﹐迪士尼展現了遊客 體驗景點的影像﹐並伴有畫外音﹕這裡是一片神奇的土地﹐任何事情都可能發生--茶杯會跳舞﹐大象會飛。而在 其最新的平面廣告上﹐展現的是這樣的畫面﹕外婆、媽媽和女儿每個人戴著一頂王冠游覽迪士尼樂園 。

    所傳遞的信息是使你的夢想化為現實﹐並且與家人一同分享這種經歷﹐使家人關係更緊密﹐汪少傑說。他還說﹐由 於中國的等級觀念﹐家長和孩子之間的關係通常都很緊張。“我們想表達的是﹕放鬆一下沒什麼不好 。”

    但問題是這些活動傳遞的信息能否真正得到認同。比如一些廣告繼續採用一對父母加兩個孩子的核心家庭模式﹐在 一個只允許生一個孩子的國家中採取這種模式本身可能就是個錯誤。

    同時香港迪士尼樂園的“顧客行為研究人員們”正在關注中國遊客進入樂園後會產生的一些問題。他們在樂園內四 處觀察﹐必要時還用秒表測量。他們發現中國遊客用餐時間比美國遊客平均長10分鐘﹐於是他們在就餐區域增加 了700多個座位。還有一個變化﹕在體驗過山車的太空山(Space Mountain)前面增加警示信息(在貼出警示之前﹐一位不瞭解情況的遊客乘坐後出現了身體不適)。

    另一個改變是在排隊方面。在香港迪士尼樂園的“森林河流之旅”(Jungle Cruise)景點前面﹐有三個不同的隊列﹐每隊的解說所使用的語言不同﹐這樣所有的遊客就可以聽到用母語 講解的內容。但講普通話的遊客總是喜歡跑到英語隊列那邊﹐因為那個隊伍人總是相對少一些。這些遊客總想快點 到最前面--最終卻被英語導游的講解搞得滿頭霧水。雖然迪士尼一直的做法是讓所有隊伍交替前進﹐這樣就沒有 隊列能夠比其他隊列前進地更快﹐但他們現在也開始在不同的隊列旁增加標識﹐明確告知遊客轉到其他的隊列後前 進速度不會有任何差別。

    除了增加普通話向導外﹐迪士尼還補充了很多普通話的閱讀材料﹐並在“獅子王的慶典”(Fest ival of the Lion King)以及“米奇金獎音樂劇”(Golden Mickeys)等演出中增加了普通話字幕﹐因為他們注意到觀眾總是無法理解很多好笑和精彩的部分。

    “字幕非常有用﹐”現年34歲、來自浙江的金融工作者盧明(音)說﹐她最近和丈夫參加旅游團游覽了迪士尼樂 園。不過﹐很其他許多人一樣﹐她也抱怨稱﹕這個公園太小了﹐比我們省裏的公園都小。我們家鄉有很多(主題) 公園﹐這裡根本沒有什麼更令我們興奮的地方。

    香港迪士尼樂園建在竹蒿灣的一塊通過填海形成的土地上﹐是全球最小的迪士尼樂園。安明智說﹐總體規劃是﹕在 接下來的四至五年內﹐將樂園規模擴大至可容納1,000萬遊客的水平。一期將繼續推出三個新游樂場--馳車 天地(Autopia), 幸會史迪仔(Stitch Encounter)(根據迪士尼動畫片《星際寶貝》(Lilo & Stitch)創造的動畫電子遊戲設施)、以及戲水區Cool地帶(Cool Zone)。 迪士尼還準備將小小世界(It's a Small World)游船項目在2007年夏天增加到幻想世界(Fantasyland)中。

    旅行社表示﹐迪士尼終於開始傾听別人的意見了。中國大陸遊客主要是通過旅行社前往香港迪士尼樂園游玩的。“ 最開始他們就是那種根本不願瞭解當地市場以及中國文化的美國人﹐”中國國際旅行社(China International Travel Service)東南亞業務部經理、最近與安明智會面的旅行社代表之一劉英浩(音)說。“之後他們吸取了教 訓﹐開始聽取大家的意見。我們已經進行了一些積極的討論。”

    Merissa Marr / Geoffrey A. Fowler

    香港時間2006年06月12日19:04更新

    Source : WSJ (in chinese)

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Can you translate that please?

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    I saw
    界(It's a Small World)游船項目在2007年夏天增加到幻想世界(Fantasyland)中。
    ...enough English for me. I'd be interested to see how they can build the whole thing in a year...but this still isn't official. I wonder if HKDL will push it up from 2008.

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Quote Originally Posted by tloolgb
    I saw ...enough English for me. I'd be interested to see how they can build the whole thing in a year...but this still isn't official. I wonder if HKDL will push it up from 2008.
    I don't read Chinese, but can make out some of the characters.
    It actually says Summer 2007. ((Have they broken ground?!) Also curious that it's actually titled "small, small world" :-)

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Well that is China for you. Take the name of the song and make it the name of the attraction.

    Actually in China they'd have to name it It's a Happy World.

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    No.. in china it's going to be called.. it's a small small china! LOL

    wait.. one year from start to finnish... where is this being made again.. new show building or existing room?

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    ORDDU: If all the animatronic dolls and background sets have already been in production for the past year, they might meet their deadline. Buildings can go up relatively fast. Only time will tell.

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    This is the perfect addition for Hong Kong DL. They need high capacity family rides. This fits the bill.

    Let's hope they get a fancy updated version of the ride.

    Amazing to see a classic old ride like this still being built in the new parks. Sort of warms the heart.

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    /\Yeah, fits the bill exactly. But supposedly it is going to be a Disneyland clone down to flume instead of flooded sets like the most recent 3 IASW's...so I don't know about any major developments.

    Quote Originally Posted by Witches of Morva
    ORDDU: If all the animatronic dolls and background sets have already been in production for the past year, they might meet their deadline. Buildings can go up relatively fast. Only time will tell.
    Good point.

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    I wonder what type of exterior they are going for, The classic DL style, the TDL or DLP exterior-looks-like DL, but queue is indoors style, or a medieval/plain exterior a la WDW?

    Would it depend on the weather? Which isn't a subtropical climate?

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Since the park is built on Disneyland scale, I hope they will build the Disneyland classic facade (or some version of it). It really is a lovely park. A photo worthy facade for IaSW would be a welcome addition.
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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Quote Originally Posted by pancakesaregood
    I. . .
    Would it depend on the weather? Which isn't a subtropical climate?
    I think that made a difference when WDC was building WDW MK, but with
    the advances in materials it shouldn't make any difference. i.e. there are really
    good materials that can be worked with and yet be weather/mold resistant that
    didn't exist back in the late 60s.

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Yay this is exciting! IASW is perfect for HKDL, they will LOVE it there. In fact when I was in Tiawian some of the buses played the first 5 notes of the song when you pushed the stop button...LOL I freaked. Everyone else thought i was nuts...BUT IASW will be lovely in HKDL - they need more rides. They are shaping up into a very nice park. As said above it is VERY pretty...

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    Quote Originally Posted by Scorchio
    Can you translate that please?
    the following is the English Version of the article.

    Hong Kong Disneyland tries to bridge gap

    Wednesday, June 14, 2006
    By Merissa Marr and Geoffrey A. Fowler, The Wall Street Journal




    A few months ago, Hong Kong Disneyland Chief Bill Ernest hosted a series of elaborate dinners with Chinese travel-industry representatives. His mission: to find out what was going wrong with a park that, after just six months of operation, was grappling with attendance woes.

    Mr. Ernest was told in no uncertain terms that Disney didn't have a big enough presence in China. People knew the Disney name but didn't feel compelled to visit the park. "It was a very concentrated learning experience," Mr. Ernest says.

    Walt Disney Co.'s response is a major marketing campaign that launched yesterday. Hong Kong Disneyland is markedly ramping up its advertising this summer, especially in television, in a bid to lure visitors with a clearer message of what the park is about. Inside the park, too, Disney is making dozens of changes to make the experience more understandable to Chinese, many of whom have seemed more confused than amused during visits.

    "We need to take visitors almost by the hand and tell them what to expect," says Joseph Wang, vice chairman WPP Group PLC's Ogilvy & Mather China, which is working with Disney on the marketing campaign.
    The new campaign will be crucial in determining whether Disney reaches its target of 5.6 million visitors in its first year. In a recent earnings call, Disney Chief Executive Bob Iger flagged the park as a potential issue for the Burbank, California, entertainment company, noting unexpected swings in attendance and below-par marketing. The upshot: Hong Kong Disneyland has to make up a lot of ground this summer.

    From the very beginning, understanding Chinese visitors was a big problem for Disney. "People from the mainland don't show up with the embedded Disney software (in their heads) like at other parks," says Jay Rasulo, president of Disney's parks and resorts.

    A major slip-up, Disney now accepts, was that its original marketing campaign wasn't aggressive enough. For this summer's campaign, Disney is spending three times more than it has to date. While the original ads gave a "helicopter" view of the park, the new campaign will highlight the individual experience and specify clearly what it is a Disneyland vacation offers, Mr. Wang says. In one TV spot, Disney shows images of visitors riding attractions, with the voiceover: "This is a land where anything is possible. Teacups dance. Elephants fly." In its new print campaign, Disney shows a grandmother, mother and daughter all wearing tiaras at the park.

    "The message is live your dreams, with families sharing the experience together and bonding," Mr. Wang says. He says that in China, bonding between parents and children often is strained because of the hierarchical nature of society. "We want to say it's OK to let your hair down."

    The question remains whether the campaign's message will really strike a chord. Some of the ads, for instance, continue to feature a "nuclear family" of two parents and two kids -- a possible mistake in a country where parents are allowed to have only one child.

    Hong Kong Disneyland "guestologists," meanwhile, have been poring over problems that Chinese were having once inside the park. Camping out with stopwatches, they discovered that Chinese people take an average of 10 minutes longer to eat than Americans. So they have added 700 extra seats to dining areas. Another change: extra warnings in front of Space Mountain that the attraction is a roller-coaster ride (before the warnings were posted, unsuspecting guests had boarded and felt ill).

    Another effort addressed waiting-line protocol. At Hong Kong Disneyland's "Jungle Cruise" attraction, there are separate queues for three languages, so riders can hear the narration in their native tongue. Mandarin speakers were regularly hopping in the often-shorter English line, eager to get to the front faster -- only to be perplexed by the English-speaking guide. While Disney always staggered the lines so that no line is given the advantage of moving more quickly, now three separate signs make it clear to guests there is no point of moving to a different queue.

    The addition of Mandarin speakers to the park's staff as guides has been accompanied by new Mandarin reading materials and subtitles added to shows such as "Festival of the Lion King" and the "Golden Mickeys," because Disney noticed that audiences were missing their cues to laugh or applaud.

    "The subtitles are very helpful," said Lu Ming, a 34-year-old finance worker from Zhe Jiang province who was at the park recently with her husband as part of a tour group. However, she expressed a common complaint: "The park is too small, even smaller than the parks in our province. We have all sorts of (theme) parks at home, so there is really nothing more exciting here."

    Built on reclaimed land in Penny's Bay, Hong Kong Disneyland is Disney's smallest park. Mr. Ernest says the master plan is to expand the existing space to accommodate 10 million visitors over the next four or five years. Phase 1 continues to unfold with three new rides -- Autopia, Stitch Encounter (an audio-animatronics attraction, based on the Disney animated movie "Lilo & Stitch") and Cool Zone, a water play area. Disney also plans to add its boat ride, "It's a Small World," to Fantasyland in summer 2007.
    Travel agents, who are central to funneling visitors from the mainland to the park, say Disney is finally starting to listen. "Initially, they were the kind of Americans that were not willing to learn about the local market and Chinese culture," says Liu Yinghao, manager of the South East Asia division of the China International Travel Service and one of several travel agents who met with Mr. Ernest recently. "Then they learned some lessons and started listening to us. We've had some positive discussions."
    Source : Post-gazette

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    Re: IASW by Summer 2007, WSJ, 2006/6/12

    It was reported by someone from another forum that they are digging the ground....a sign that "IASW" is getting built.

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