Disney stars in festive campaign

The park has rolled out a 30-second television commercial -- developed by its ad agency Ogilvy & Mather and based on the 'Magical Christmas' theme -- in a bid to boost visitor numbers. The spot takes a behind the scenes look and shows Disney characters decorating the area for Christmas ahead of guests' arrival. The TVC aims to reach local and regional consumers and is supported by print and outdoor advertising, including bus shelters, billboards at the airport and ads in the MTR. Disney is also running a joint promotion with Standard Chartered bank and Visa as part of its 'My dream account', and is using the bank's database for a direct mail push encouraging customers to visit the park. Josephine Lam, Hong Kong Disneyland director of marketing services, said: "There are promotions every night this month at the park, such as the Main Street tree-lighting ceremony, to celebrate Christmas. There's also new Dsiney merchandise for Christmas on offer. "This is the peak season for the park. So, there's also a trade push offering vacation packages for visitors to come to the park and hotel tickets. We have developed POS, such as leaflets, running in co-operation with travel agents to attract tourists." The campaign also sees Disney team up with the Hong Kong Tourism Board and television channels, which will air seven-second trailers.