The pitch, which took place in early January, saw McCann go up against large local agency Guangzhou Advertising. The advertising budget for 2011 is between US$9 million and $12 million.
The park is owned by Overseas Chinese Town, which owns a number of theme parks in China, as well as businesses in other industries including properties, travel and home appliances. Saatchi & Saatchi Guangzhou was the previous the creative agency for Beijing Happy Valley theme park.
Chimelong Paradise Amusement Park in Guangzhou is one of its direct competitors.
Happy Valley has recently been renovated to include an upgraded roller coaster, which claims to be the longest ride in Asia, a water world show, which includes festival themes like Chinese New Year, Summer Water World, Magic Show, Halloween, and Christmas in its upcoming marketing campaigns.
The appointment marks the first theme park client for McCann Guangzhou. However, the agency's senior executives have previously worked on the Chimelong Paradise Amusement Park and Hong Kong Disneyland at other agencies.
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