Staff Reporters
Dec 18, 2012

W+K Shanghai tipped to win Shanghai Disneyland creative account

SHANGHAI - W+K Shanghai has won Shanghai Disneyland’s creative account, Campaign Asia-Pacific has confirmed.

W+K Shanghai tipped to win Shanghai Disneyland creative account

Members of W+K confirmed the win at last Thursday's Agency of the Year awards in Shanghai, but declined to comment further due to the client’s confidentiality agreement. It is understood that most of the major 4A agencies were invited for the creative pitch.

Ogilvy & Mather Hong Kong currently holds the creative account for Hong Kong Disneyland.

In other Disney business in China, JWT China was tipped to win the Walt Disney Company's digital and CRM business in November, including TV but excluding the Shanghai Disney Resort, after a four-way pitch in early September in Shanghai.

Shanghai Disney Resort, the first Disney resort in Mainland China, the third of its kind in Asia, after the company's theme parks in Tokyo and Hong Kong, and the 6th Disneyland in the world, will be located in Pudong, Shanghai and is targeted to open at the end of 2015.

The company is aiming for an 'authentic Disney, unique Chinese' approach, according to a blog post quoting Bill Ernest, president and managing director of Disney Parks and Resort Asia. Shanghai Disneyland is likely to celebrate local events like Mid-Autumn Festival and visitors will see local touches with the food and souvenirs available in the park.

Shanghai Disneyland will cover more than 380 hectares. According to China Daily, Total investment is expected to reach RMB24.5 billion (US$3.84 billion) for the theme park and RMB4.5 billion for the hotels, retail, dining and entertainment facilities.



The resort is a joint venture between the Walt Disney Co. and Shanghai Shendi Group, with Shendi holding 57 per cent of the shares and Disney the remaining 43 per cent.

 

An artist rendering of the Shanghai Disneyland castle at a Magic Kingdom-style park

Source:
Campaign China

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