The park, which recently named Bill Ernest as its new managing director to replace Don Robinson, has rolled out an Ogilvy & Mather-developed advertising campaign in Hong Kong and China, featuring Disney character Mickey Mouse.
The creative shows Mickey practising his Chinese calligraphy, writing the Chinese greeting Kung Hei Fat Choi, and is supported by print and outdoor advertising.
"In December, we went to Beijing, Shanghai and Guangzhou to promote Disney," said Josephine Lam, director of marketing services at Hong Kong Disneyland.
"We're hoping to attract visitors from these cities and from Taiwan during the long school holidays when families tend to visit Hong Kong. Generally, we see one-third of visitors come from each of the Greater China markets."
Mickey takes centre stage in Disney CNY sell
Hong Kong Disneyland has unveiled a trade- and consumer-focused marketing campaign to draw visitors to the theme park during the Chinese New Year festival.
