A multimedia mousetrap for Mainlanders.
Disney is working double time to get more China Mainlanders into their Hong Kong park. They have opened a “showroom” in Guangzhou to introduce more people into spending their cash on Mickey and Minnie:
The showroom, featuring multimedia displays and replicas of the rides at the Hong Kong park, is the first of its kind in the world and appears aimed at boosting flagging visitor numbers.
As part of the same marketing drive, 270 promotional DVD video discs are being distributed across China to try to alert more people particularly in southern provinces to Hong Kong Disneyland.
Hong Kong Disneyland opened in September 2005 and has not released any attendance figures since it admitted it had fallen around 500,000 visitors short of its first-year target of 5.6 million.
It’s kind of funny that Disney has to work so hard to get people into their park. It shows you that word-of-mouth is one of the strongest marketing techniques in Asia. And of course price!