Walt Disney Parks & Resorts has high hopes for its upcoming theme park in Hong Kong. In the opening year alone, it envisages some 5.6 million guests, most of them from the local Hong Kong market, mainland China and Asia-Pacific.
Sars has not had any impact on construction; it's moving at full speed and the park is on schedule to open in 2005 or 2006.
Moving at twice the speed of the construction crew is Roy Tan-Hardy, on whose shoulders rests the responsibility of marketing the park and ensuring the visitor numbers are achieved. Since joining Hong Kong Disneyland as vice-president of sales and marketing in March (Media, February 21), Tan-Hardy juggling a multitude of tasks simultaneously.
He's been building a marketing and sales team from scratch; absorbing Disney's culture and "magic"; and getting to grips with the various lines of businesses the entertainment giant operates in Asia, which include TV, video distribution, media, publishing and consumer products.
"All new cast members (Disney's term for employees) have to go through a fairly intensive 'Disney's traditions' training to orientate themselves with all the various Disney characters, how they originated, and what the Disney brand stands for," Tan-Hardy explains.
"It is immensely important that each and every cast member, including myself, has a thorough understanding of what Disney represents, including the art of story-telling, which epitomises part of the magic that Disneyland is about, so that we can all play a role in bringing the amazing Disney magic to our guests."
His priority is building an energetic and passionate marketing and sales force. "We already have some very experienced people on the team and will be looking to attract some of the best talent locally in building a truly potent marketing and sales organisation over the next 12 months," he says.
With the Disney brand enjoying robust awareness in its key market - one only has to look at the numerous counterfeit Disney products across the border - Tan-Hardy says he will naturally leverage the brand's equity in marketing the theme park.
"Disney is a well-known global brand and has exceptionally strong awareness in many of the markets in this region. The brand already reaches out to hundreds of millions of families throughout the region, including China, through our many lines of businesses. We will leverage on this equity and strengthen the emotional connection of the brand to the park experience.
"The majority of people in this part of the world have not been to a Disneyland park. That on its own can be seen as both a challenge and a unique opportunity."
An important aspect is to position the theme park as an attraction for the whole family, not just for kids but also adults, and a unique venue for corporate meetings, conferences and incentive groups. "The park can easily cater for groups of 50 to 5,000 people, with special themes that can be customised to different needs, including special entertainment or even a parade and fireworks. The only limit is your imagination."
For Tan-Hardy, whose past marketing experience includes stints at Visa International, American Express, InterContinental Hotels Group and Millennium & Copthorne, the Disney job is no different. The scale and depth of the operation however makes it both incredibly exciting and enormously challenging.
"Whether you are marketing credit cards, travellers cheque, travel management services, or hotels, many of the approaches are similar. Everything begins and ends with the customer.
"While I have enjoyed all my previous jobs, the excitement of being involved with such a mega project is really beyond comparison. It's bigger, better, more exciting and multi-dimensional than what I had expected. The level of energy and creativity within the organisation is highly contagious.
There is a great deal of excitement about being part of this... Everyone wants to make this a true success and I personally feel privileged to be able to play a role on such a magical journey."
TAN-HARDY: ON THE RECORD
Why it's a dream job Which other job allows you to work in the happiest place on earth, with the best people in the industry, and where everyone's primary responsibility, irrespective of whether you are in marketing or any other function, is to make people happy?
Number one goal Making Hong Kong Disneyland the number one tourist attraction in the region.
Greatest challenge Making it Hong Kong's Disneyland, and the pride and joy of the people of Hong Kong. To do so means tying in the positioning of Hong Kong Disneyland and Hong Kong seamlessly together. To convert six million (Hong Kong) people to become international ambassadors for the theme park and resort.
Favourite Disney character Besides Mickey, who is the Disney icon, it would be Winnie the Pooh - he's simple, innocent and has a great heart.
He's also very cuddly.