The campaign, 'Ocean Park lucky CNY - Jump for joy' is part of the park's offensive to create a strong point of differentiation ahead of Disneyland's scheduled opening in Hong Kong in 2005 or '06.
The television-led campaign - developed by former agency Ogilvy & Mather - is based on the concept of 'good fortune' and 'luck'.
"CNY is one of our busiest times," said Glendy Chu, a spokesperson for the park. "We are mainly using television advertising during Chinese New Year, as not all dailies are published every day during (the holidays).
Even the weekly magazines may either bring forward or put back publication.
"Therfore, television really was the most appropriate channel to reach people during (this period)."
As part of the campaign, the theme park will run a 'Gold Ingot Super Win' game, offering 22 year of the monkey medals and other prizes worth HK$3 million (about US$386,000).
The park will also hold drum dances and big-puppet performances, as well as acrobatic displays by the Hyou Tin Troupe to highlight Chinese culture.
The park is banking that the promotions will help surpass the 230,000 visitors it received over a 10-day period during the last Chinese New Year celebration. Vivian Lee, Ocean Park Hong Kong's marketing manager, said: "We hope to exceed this number if Sars does not create a big problem."
The theme park is expecting visitor numbers during the holidays to be split largely between local and mainland tourists at 50 and 46 per cent respectively, with other international visitors comprising the remaining four per cent.
The park's attendance was hit hard by the late '90s Asian financial crisis.
It now draws between 200,000 and 300,000 visitors monthly and depends increasingly on China traffic.
Ocean Park is reviewing its creative and PR agencies after Ogilvy resigned the business following its appointment as Disney's agency-of-record late last year.