The attraction has suffered a decline in popularity since it opened in September 2005, visitor numbers having dwindled 20 per cent in its second year. There are also concerns, revealed one source, that the high proportion of visitors from mainland China has lessened the theme park’s appeal among Hong Kong’s wealthier citizens.
MindShare has been tasked to assist in the rejuvenation of Disneyland’s popularity. The agency saw off competition from ZenithOptimedia, Universal McCann and OMD.