Jenny Chan 陳詠欣
Mar 14, 2016

Discovery content takes physical form in adventure park in China’s Moganshan

ZHEJIANG - Transforming a media property such as Discovery Channel into a physical resort is a licensing business in its own right and a move that holds undeniable marketing value for the media property itself.

Discovery content takes physical form in adventure park in China’s Moganshan

That’s the reason for the launch of Discovery Adventures Park, said Nicolas Bonard, senior vice president of The Studios Group at Discovery Communications.

Subscribers in more than 200 countries follow Discovery's documentaries, reality shows and educational programs, and more audiences in front of these pay-TV screens are now looking forward to adventures in real life, he said.

The company picked a location in Moganshan for its impressive natural scenery. Developed by Apax Group, the branded park will integrate extreme sports, outdoor survival programs and eco-tourism when it officially opens on 26 April.

These activities are a “true reflection of Discovery's core DNA: adventure, exploration and curiosity,” said Bonard. Also, the park has gotten the nod from Chinese authorities since it will contribute to growth in Zhejiang province.

While adventurers are tackling approximately 1 million square metres of rock-climbing walls, ziplines, mountain-bike courses, hiking routes, obstacle challenges and other adventures, hotel rooms in the park will feature Discovery content on each TV—true to the nature of the media brand.
 

Ground-breaking ceremony for Discovery Adventures Park in July 2015

 

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