Disney English appoints ZenithOptimedia China

Disney English runs English learning centres for children aged three to six years old, using Disney cartoon characters and stressing on fun and interactive English-learning methods.

“Most international schools in China are for kids with foreign passports, and their fees are very expensive,” said Terence Yung, MD of ZenithOptimedia China. “The market potential for Disney English is huge in China, as parents want their children to brush up their English from an early age. The brand is still quite new in China. Our task is to aggressively increase the awareness among the parents.”

Mindshare remains the agency-of-record for Disney and Disneyland in China.

In addition, ZenithOptimedia China has also taken up interactive media duties for Coach without a pitch, as its Hong Kong office is already handling the Coach’s media account.

Coach has stores in eight cities in China and plans to expand its investment and marketing effort in China.

“The annual growth of the luxury goods market is 15 to 20 per cent. Moreover, there are second and third tier cities in China like Chengdu, Wuhan, Wangzhou, Hanzhou and the Northeast with new money and very strong consumer power,” Yung said.