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Hong Kong Disneyland Resort (HKDL) has reported a strong rebound in visitor numbers in the aftermath of the pandemic, and is confident that through continued efforts in enhancing a magical, immersive journey to entice more visitors, it has consolidated its status as a favorite entertainment destination and a key driver of Hong Kong’s recovering tourism industry.
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With the first approaching summer vacation since the opening of the hugely popular World of Frozen, HKDL has geared up by implementing a comprehensive promotional strategy aimed at drawing tourists to this first-of-its-kind attraction from all over the world, especially from the adjacent Greater Bay Area (GBA).
Vast coverage on social media
With the advent of digital technology, travel planning has taken a sharp turn. Instead of planning their itineraries by referencing guide books, tourists now follow the travel plans of their favorite KOLs.
Sam Chan, HKDL’s director, marketing, points out that they have been attentively operating their official accounts on four China-based social media platforms, namely Weibo, WeChat, Xiaohongshu and Douyin. In addition to launching a series of posts on Xiaohongshu on exploring the World of Frozen, renowned KOLs and artists have been invited for an exclusive glimpse of Arendelle before its grand opening. Their first-hand experiences on their platforms have generated a great deal of excitement and buzz surrounding the new attractions.
To draw upon the recent craze with Duffy and Friends, a WeChat mini program named ‘Duffy and Friends Carnival’ has also been set up for Disney fans to check out their cute videos and pictures. “There is an absolute smorgasbord of immersive experiences awaiting visitors’ discovery,” Sam adds.
Embedding Disney characters into daily lives
As an integral part of its marketing strategy, HKDL has also hosted numerous regional events in many overseas countries, showcasing how Disney promotes the unique experiences offered at HKDL. Since last year, around ten shows and exhibitions have been held in malls in Hong Kong, mainland China and southeast Asian countries like Singapore and Thailand.
For instance, the ‘Hong Kong Disneyland Midsummer Journey’ held in The Mixc, Wuhan, was a roaring success. The exhibition captured the essence of HKDL design elements, allowing visitors to not only take photos with ‘Disney superstars’, but also immerse themselves in a magical fairyland setting.
HKDL has also installed advertisements of ‘Duffy and Friends’ in the Shenzhen metro, light box of buses and even Meituan applications. Through the strategic and comprehensive exposure of beloved Disney characters across the community, HKDL is expanding its reach and influence around the world.
Special promotion strategies
Sam is pleased to draw attention to the illustrious results as recently released in the Hong Kong Disneyland Annual Business Review for the fiscal year 2023. “We’ve successfully turned the corner,’ she enthuses. “We expect business to continue to boom, especially in the approaching summer vacation as it is traditionally the peak season for visitor traffic.”
Sam notes that the travel habits of mainland visitors have changed. “These days, they tend to plan their schedule in advance, often arriving at Disneyland with a full to-do list in mind,” she observes.
To cater to diverse customer needs, Sam says that HKDL has launched various promotions targeting mainland tourists. Some noteworthy offers include the early park entry pass which allows visitors to enter Disneyland an hour earlier than the official opening time; an exclusive hotel package which includes a one-day HKDL pass, a one-night stay in a Frozen-themed hotel room with breakfast included, and a Stitch shoulder plush for guests to bring along during their Disney journey.
Creating unforgettable memories for Disney fans
What’s more, in line with its mission to create unforgettable core memories, HKDL is holding a series of fun-filled, summer-themed activities, to ensure visitors from all around the world make the best of their visit to HKDL.
Ricco Leung, HKDL’s manager, park operations, points out that from now till July 7, HKDL is celebrating Donald Duck’s 90th birthday on Main Street, U.S.A. “Donald will dress up in different costumes and will be performing a unique ‘Donald’s Birthday Duckling Dance,’” he says. “So make sure you keep a watchful eye out for him!”
To allow visitors to cool down during a blazing hot day, Ricco also introduces the new ‘Pixar Water Play Street Party’ tailor-made for the summer, where friends of Pixar, Sadness and Anger from ‘Inside Out 2’, will turn up summer with the coolest appearance, splashing water and interacting with visitors.
Summer just isn’t summer if you miss out on the wide array of events specially curated for you at HKDL this summer!
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