Treasure Hunt “ a whole new world �
Marketing Campaign Outline April 2014
About the resort As the first Disney resort in mainland China, Shanghai Disney Resort will be a place where friends and families can escape together to a whole new world of fantasy, imagination, creativity and adventure. The resort will be home to a Magic Kingdom-‐style theme park, two themed hotels, a large retail, dining and entertainment venue and outdoor recreation areas. While featuring classic Disney storytelling and characters, the park will add authentic cultural touches and themes tailored specifically for Chinese citizens. Shanghai Disney Resort will have something for everyone – thrilling adventures, lush gardens where guests can relax together and enriching interactive experiences, all with the world-‐class guest service that Disney is known for around the globe.
Resort Statistics target Market 330 million people within a three-‐hour drive or train ride of Shanghai Resort 3.9 square kilometers (963 acres) Park Approx. 910,963 square meters (225 acres) 1,160,000 square meters (287 acres) if the parking lot is included Hotels 1 deluxe hotel and 1 value hotel with a total of 1,220 rooms Retail, Dining & entertainment 46,000 square meters Gross Floor Area 27,900 square meters Gross Leasable Area Additional Facilities 404 square meters (100 acres) lake, other outdoor recreaKon faciliKes, parking and transportaKon hubs
Creative overview Classic Disney characters and storytelling will blend with Chinese customs and celebrations to create a unique experience for guests in Shanghai. The park will consist of several themed lands, each with their own distinct attractions, entertainment and immersive experiences. At the heart of the park will be Storybook Castle, our most interactive Disney castle yet complete with entertainment, dining and performance spaces. It will truly be an attraction unto itself. A 46,130 square meters (11 acres), one-‐of-‐a-‐kind, dynamic green space will welcome guests to Shanghai Disneyland and provide the perfect spot to view the parade or nightly fireworks. It will also feature Chinese seasonal plants and flowers, dramatic lighting and traditional music to serve as a backdrop for vibrant Chinese cultural celebrations and festivals, as well as opportunities for art, creativity, exploration and discovery. The park will consist of other large-‐scale entertainment spaces, indoor and out, that will be used for various purposes throughout the year. Innovative new technology has always been a hallmark of the Disney vacation experience and Shanghai Disney Resort will continue that tradition. The park will take full advantage of advances in virtual technology as well as new gaming and ride systems that will fully immerse our guests in our attractions.
park impressions
Business overview Ownership The Walt Disney Company and Shanghai Shendi Group have joined together to invest in Shanghai Disney Resort, with Shanghai Shendi Group holding 57% of the shares and Disney holding the remaining 43% of shares. Shanghai Shendi Group Co., Ltd. is a 100% state-‐owned joint venture investment holding company formed by three sponsors -‐ Shanghai Lujiazui Group Co., Ltd., Shanghai Radio, Film and Television Development Co., Ltd., and Jinjiang International Group Holding Company. The company is involved in project investment, construction, and operation through two full subsidiaries: Shanghai Shendi Resort Development Co., Ltd. and Shanghai Shendi Construction Co., Ltd. Financing Shanghai Disney Resort will be financed with contributions from Disney and Shanghai Shendi Group proportionate to ownership. Opening Day Investment 24.5 billion RMB/ 3.7 billion USD for the theme park 4.5 billion RMB/700 million USD for the hotels and RD&E The investment contribution will be split 30% debt and 70% equity from each partner It will be the largest foreign investment to date in China An additional $800 million will be used for new attractions, entertainment and other offerings to increase capacity at the theme park Management A joint venture management company with Disney having a 70% stake and Shanghai Shendi Group having a 30% stake.
Parks & Resorts growth overview Turnover 2013 23.1 billion RMB / 3.7 billion USD Profit 2013 4.3 billion RMB / 689 million USD Parks and Resorts revenues increased 10%, to $12.9 billion due to an increase of $1.0 billion at our domestic operations and an increase of $86 million at our international operations. Domestic attendance Increased due to the opening of Cars Land at Disney California Adventure and an increase in occupied room nights at Aulani, our hotel and vacation club resort in Hawaii. In our international operations, higher guest spending was primarily due to higher average daily hotel room rates and ticket price. Shanghai disney resort Growth potential $480 billion in tourism spending in 2013 relaxation of the one-‐child policy should mean 4 million more births per year over the next 20 years
Consumer research
Questionnaire questions 1. Personal background / travel preferences 2. Familiarity with Disney Brand / Disney Parks & Resorts 3. Experiences with Disney Parks & Resorts 4. Familiarity with and appreciaKon of Disney adverKsing / markeKng campaigns 5. ExpectaKons of Shanghai Disney Resort
Data analysis quantitative (multiple choice and checkboxes) and qualitative (open questions) quesKonnaire was randomly distributed to my networks and connecKons through Facebook and email results are either processed with SPSS using cross-‐tabulaKon or automaKcally generated by Google Form 4. appreciation of Disney advertising / marketing campaigns 7 visual objects featuring a specific ad campaign are displayed in the quesKonnaire respondents are asked to indicate how much they like it (scale from 1-‐5, 1 = hate it, 5 = love it), and to indicate one element they like and one element they dislike objects are each released in a different year (2007-‐present) and are different from each other in either form/medium or aestheKcs/content/theme 5. Expectations of Shanghai Disney Resort respondent are requested to read a neutrally-‐toned short paragraph of what is expected from the new resort (based on fact sheet and NY Times arKcle) they are asked to describe at least 2 things that they would like to see/do in the new resort
Research Results – consumer preferences Â
Research results - ad/campaign appreciation
55%
of Dutch citizens
have become more interested after learning about the new park only 3.4% of Dutch citizens are reluctant in visiting China/Shanghai
40%
of 21-30 year olds
have become more interested in the resort after learning more about it Prizes and/or special offers are the biggest incentives for the respondents to participate in both online and offline marketing campaigns personal passion/interests are relevant too TV- and ambience/outdoor promotions are the most appreciated advertising formats 89% of all respondents do not follow any Disney social media feeds, which implies that our target market might not associate Disney with online/social media; they disliked the app-‐integrated ad the most interactivity and engagement alongside visual attraction and personal recognition/identification are perceived as the most significant elements in marketing campaigns
Treasure Hunt 1 Ambient Promotion 9.8ft sculpture featuring a built-‐in interactive screen (approx. 70”) located at Amsterdam Central Station 1 Print promotion 10 posters placed in high-‐trafficked locations of Amsterdam 1 ‘call-‐for-‐action’ print ad displayed in major local/international newspapers and magazines, as well as outdoors in the aforementioned locations 1 TV promotion based on the style/theme of the print advertising, promoting the resort, emphasizing the resort’s one-‐ of-‐a-‐kind features and themes as well as Shanghai’s highlights approx. 1:30 minutes, running on both public and major privately-‐held networks 1 integrated promotion a website and app (sign-‐up required) to submit answers, to acquire info and to book a visit to Shanghai Disney Resort @wholenewworld on Facebook and Instagram, #wholenewworld on Twitter, as well as mentions/ updates on all other major social media outlets
Treasure Hunt In addition to campaign promotions on all (print/TV/online) media outlets, detailed instructions of the hunt (incl. prizes, terms & conditions, FAQ) and information on the upcoming resort can be found at the ambient promotion located in front of Amsterdam Central Station, and online at wholenewworld.disneyparks.go.com Treasure Hunt challenges participants to find and memorize/capture 10 posters displayed throughout the city. They are required to sign in at wholenewworld.disneyparks.go.com and submit their answers to 10 questions (1 question per poster) The questions are simple and short, and are based on what’s depicted on each poster: “What traditional Chinese pastry was Mickey having?”, “Simba climbed on top of a building in which famous Shanghai neighborhood?” etc The answers are multiple choice and are related to what our target groups can see and experience in Shanghai and/or in the resort By submitting the correct answers, participants unlock a treasure they may choose from the prize selection provided on the aforementioned website. They may pick it up in a store or theater nearby or have it shipped per request In addition, if participants have submitted 100% correct answers, they will have a chance to win, amongst others, an all-‐inclusive arrangement for Shanghai Disney Resort with family and friends
Ambient promotion A hand-‐cra]ed real-‐sized peach blossom tree surrounded by an extended field of hand-‐cra]ed fluffy grass Ancient-‐style stone bench will be placed underneath the tree (WITHOUT figurines); it should invite people take a seat and relive the iconic scene from Mulan A built-‐in interacKve touchscreen in the grass, featuring treasure hunt instrucKons, types of prizes, park informaKon & impressions, and the TV commercial
Ambient promotion - placement
Print Promotion placement 10 visual-‐based posters (outdoor) 1 text-‐based ‘call-‐for-‐action’ poster (outdoor & print) visual style photo-‐collage (outdoor) minimalist (print) content merging most beloved Disney/Pixar characters with Chinese/Shanghai highlights revealing teasers and clues of what to expect from the resort, Shanghai and its neighboring areas
print promotion - placement
Text-based posters Schiphol Int’l Airport, public transport stops/stations, magazines/newspapers Visual-based posters Schiphol Int’l Airport, public transport stops/stations, shopping & entertainment areas, financial districts The placement/location should enable passers-‐by to stop and look without any disturbance/danger
examples of visual-based posters (outdoor)
examples of visual-based posters (outdoor)
examples of text-based posters (print)
examples of text-based posters (print)
TV Promotion Preliminary concept ‘a whole new world’ The new TV promo utilizes the same sentimentality as the 2009 commercial. Disney characters will be the only subjects. The soundtrack should not contain any ‘orientalized’ elements; it should be modern and simple, yet distinctively Disney. No lyrics and dialogues; only sound effects associated with the character will be applied. Similar to the outdoor posters, the TV promo focuses on the travels of beloved Disney characters to Shanghai Disney Resort, as we see them passing by Shanghai’s and Mainland China’s highlights. Character movements should flow well into each other through parallel-‐edited actions. Ending with (a) Disney character(s) entering the Castle from the subway, our first glimpse of the new park starts from the Castle within. While the lastly arrived Disney character explores its surroundings, the camera moves upwards in a spiral movement, providing the viewers a brief, yet immersive view of the interior and features. Following the camera, the viewers are lifted from the castle’s grand hall to its top. The camera zooms out (from the top of the castle) and a full view of the new castle and the resort is revealed, accompanied with fireworks, voice-‐over and text regarding the opening and the treasure hunt.
It’s a small world Disney Parks Holidays Commercial, 2009
Respondents appreciated this TV commercial the best. The multicultural presence is most appraised, alongside the clever use of (holiday) sentiment and fantastical visuals. A majority of respondents did indicate that the ad is too child-‐focused, which suggests that adult consumers might prefer ads that are identifiable and relatable
Integrated promotion 44%
Opens in 68 Days
wholenewworld.disneyparks.go.com @wholenewworld #wholenewworld features the exact same lay-‐out as the ‘Disney Side’ website
of all respondents indicated that they have become more interested in Shanghai Disney Resort after learning more about the park’s features. Through implementing teasers and clues on what may be expected from the upcoming resort on the posters, consumers’ curiosity will be triggered by the treasure hunt, and the questions they will have to answer. As the campaign is about unleashing one’s inner child through undergoing an immersive and real-‐life, yet imaginative experience, the online promotion will not be the main focus point. The website will provide ‘share’ (through all major social media outlets) and ‘like’ (facebook) options upon a successful submission of the answers, inviting participants to share their victory and notifying friends of their well-‐deserved treasure. Word-‐of-‐ mouth will surely emerge through this process, as it – amongst others -‐ motivates participants to discuss possible answers with each other .
Logos
Treasure Hunt
typography <Arsenale White> for taglines on all promotional materials _______________________________________
<Couture Bold> for (Sub)headings on all promotional materials
_______________________________________ <Corbel> for paragraph text and descriptions on all promotional materials
Color Palettes
Ann Masters’ “Disney Color Story” To be applied to all materials alongside white
The next step – design (re)evaluation Campaign effectivity •
Are the purposes and instructions of the campaign/treasure hunt communicated clearly? If not, which elements can I add/adjust?
•
Are respondents willing/likely to participate in the treasure hunt? If not, why? And which factors should be implemented to convince them?
•
Do respondents feel attracted to the sculpture/interactive screen and the posters? If not, why? And which factors should be implemented to convince them?
•
Do respondents want to see other Disney characters (or any other elements) represented in the campaign too?
•
…
Visual communication •
Does the tagline work for the imagery and the purpose of the campaign? Should I use different taglines for each poster?
•
Should the posters include more/less info (text) on the campaign?
•
Should the text placements be adjusted?
•
Does everyone agree with the outdoor placement of photo-‐collage stylized posters and print placement of minimalistic posters?
•
…