Treasure Hunt “a whole new world”
Marketing Campaign Overview MAY 2014
Index 1. About 2. Park Impressions 3. Consumer Research •
Method & Sampling
•
Questionnaire
•
5. Branding •
Logos
•
Typefaces
•
Color Palettes
6. Appendices •
Resort Statistics
Results; Consumer Preferences
•
Creative Statement
•
Results; Ads & Campaign Appreciation
•
Business Overview
•
Marketing Goals
•
Growth Overview
•
Scenario “Sculpture”
•
Scenario “Poster / TV”
•
Scenario “Online”
4. The Campaign •
Ambience Promotion
•
Print Promotion incl. Visual Samples
•
TV Promotion
•
Integrated Promotion
About the Resort China’s first Disney theme park opened its doors in 2005 in Hong Kong. After having faced cultural miscues by the time of initiation in Hong Kong, Disney has now incorporated all lessons learned from Disney parks across the world. For the first Disney resort in mainland China, Shanghai Disney Resort will be the most innovative and memorable park of all. 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.
Park Impressions
Consumer Research
Method & Sampling Questionnaire Results; Consumer Preferences Results; Ads & Campaign Appreciation Marketing Goals
Method & Sampling Both quantitative (multiple choice and checkboxes) and qualitative (open questions) Questionnaire was randomly distributed to my networks and connections through Facebook and email Results were either processed with SPSS using cross-‐tabulation or automatically generated by Google Form
Questionnaire 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 appreciaFon of Disney adverFsing / markeFng campaigns 5. ExpectaFons of Shanghai Disney Resort appreciation of Disney advertising / marketing campaigns • 7 visual objects featuring a specific ad campaign are displayed in the quesFonnaire • respondents are asked to indicate how much they like it on a scale from 1-‐5, and to indicate one element they (dis)like • objects are each released in a different year (2007-‐present) and are different from each other in either form/medium or aestheFcs/content/theme Expectations of Shanghai Disney Resort • respondents are requested to read a neutral-‐toned short paragraph of what is expected from the new resort (based on fact sheet and NY Times arFcle) • they are asked to describe at least 2 things that they would like to see/do in the new resort
Results – Consumer Preferences
Results – Ads & Campaign Appreciation
55%
of Dutch citizens
have become more interested after learning about the new park
40%
of 21-30 year olds
have become more interested in the resort after learning more about it
89%
of all respondents
do not follow any Disney social media feeds è Dutch target market might not associate Disney with digital media; they disliked the app-‐integrated ad the most Prizes and/or special offers are the biggest incentives for the respondents to participate in both online and offline marketing campaigns TV- and ambience/outdoor promotions are the most appreciated advertising formats interactivity and engagement alongside visual attraction and personal recognition/identification are perceived as the most significant elements in marketing campaigns
Marketing Goals
In line with one of the initial purposes of building Shanghai Disney Resort, the park will be marketed with the idea of re-‐branding Disney Parks in mind, focusing on Chinese cultures and traditions, one-‐of-‐a-‐kind themes and rides, sustainability and environmental awareness, as well as integrating the established Disney Experience. This is accomplished by fostering an immersive engagement with adult customers, through evoking nostalgia and inviting them to unleash their imaginations.
The Campaign
Instructions Promotion Formats Ambient Promotion Print Promotion (incl. visual samples) Television Promotion Integrated Promotion
Treasure Hunt Shanghai Disney Resort's Treasure Hunt challenges you to find and memorize/capture 1 up to 10 posters displayed throughout Amsterdam (or whichever city you live in). The posters will be displayed in high-‐traffic areas, such as landmarks/city highlights, public transport stops/stations, shopping & entertainment areas, and business districts. To join the Treasure Hunt, you are required to sign in at "wholenewworld.disneyparks.go.com" and submit your answers to the question(s) of your choice. In total there will be 10 questions you may choose to answer; 1 question per poster. The questions are simple and short, and are based on what’s depicted on each poster, for instance: “What traditional Chinese pastry was Mickey having?”, “Who is that on top of Shanghai’s Old Town?” etc. The answers are multiple choice and will tease about what you can see and experience in Shanghai and/or in the new Disney resort. By submitting the correct answer(s), you will have a chance to win an all-‐inclusive arrangement for Shanghai Disney Resort with family and friends. The more questions you're willing to answer (correctly), the more chance you'll have to winning the grand prize. The grand prize will be awarded up to 30 submitters. This campaign will be promoted in major newspapers/magazines, as well as online and on TV (commercial). Detailed instructions of the Treasure Hunt (incl. terms & conditions, FAQ) and information on the upcoming resort can be found at an interactive Disney sculpture located in front of Amsterdam Central Station, and online at "wholenewworld.disneyparks.go.com".
Promotion Formats 1 Ambient Promotion 9.8ft sculpture featuring two built-‐in interactive screens (approx. 70” each) located at Amsterdam Central Station 1 Print promotion 13 posters placed in high-‐trafficked locations of Amsterdam, in major newspapers/magazines 1 TV promotion based on the print advertising theme, promoting the resort, emphasizing the resort’s one-‐of-‐a-‐kind features and 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; promotions on all other major social media outlets, advertising on major online (news/ pop culture/lifestyle/travel) sources
Ambient Promotion A hand-‐craWed real-‐sized peach blossom tree surrounded by an extended field of hand-‐craWed fluffy grass. A mickey and a Shanghai Disney Resort logo are engraved in the tree trunk 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 Two built-‐in interacFve touchscreens in the grass, featuring treasure hunt instrucFons, park info, the TV commercial, sculpture info, and theme music from Mulan
Ambient Promotion Instruction text (to be featured on the Interactive Screens) why a Treasure Hunt? because in every adult there’s a kid and in every kid, there’s a deeply-‐entrenched love for Disney Disney will soon open its biggest park to date in Shanghai, China the park will take the Disney experience into a whole new realm bringing you back to Disney’s roots, while introducing you to new cultures and themes and one-‐of-‐a-‐kind features and rides that go beyond your imagination keep an eye out for Disney posters marked with the key icon throughout the city or online log on to wholenewworld.disneyparks.go.com and decipher the posters by submitting your answer(s) to the question(s) of your choice; the questions are simple and short, and are based on what’s depicted on each poster by submitting the correct answer(s), you will have a chance to win an all-‐inclusive arrangement for Shanghai Disney Resort with family and friends. The more questions you're willing to answer (correctly), the more chance you will have to winning the grand prize. unleash your inner child and get aboard for the Treasure Hunt
Ambient Promotion – Placement
In front of the main entrance at Amsterdam Central Station, Amsterdam, NL
Print Promotion visual style 9 photo-‐collage (outdoor) 3 minimalist (print) 1 text-‐based (print & outdoor) content merging most beloved Disney/ Pixar characters with Chinese/ Shanghai highlights; revealing teasers and clues of what to expect from the resort and Shanghai
Recruit posters – 2 options
Print Promotion – Outdoor Placement
Schiphol International 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
TV Promotion
“It’s a small world” Disney Parks Holidays Commercial, 2009 Resulted from the research , this is the most-‐ appreciated TV commercial, because it’s multicultural, it’s full of (holiday) sentiment, and it displays fantastical visuals. However, it is at the same time, respondents find the commercial too child-‐focused; not identifiable/relatable
TV Promotion concept ‘a whole new world’ • Same sentimentality as the 2009 commercial • Disney characters will be the only subjects • 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.
Integrated Promotion 44%
Opens in 68 Days
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. The website will provide ‘share’ and ‘like’ options upon a successful submission of the answers, inviting participants to share their victory. Word-‐of-‐mouth will surely emerge through this process, as it – amongst others -‐ motivates participants to discuss possible answers with each other .
Integrated Promotion – Placement 1. Search optimization 2. audio-visual platforms e.g. YouTube, Spotify, iTunes, Google Play •
Video ads
•
ROS
3. Travel/lifestyle/culture/ entertainment websites both national and international
internal
•
Page Interstitials / Roadblock
•
ROS
•
Mobile Takeover
external
Logos
Treasure Hunt
Typefaces Daniel Bold for taglines on all promotional materials _______________________________________
Couture Bold for (Sub)headings on all promotional materials _______________________________________
Corbel Regular for paragraph text and descriptions on all promotional materials __________________________________
Garamond Italic for tagline ‘a whole new world’ on all photo-collage posters (Disney’s standard font for print ad taglines)
Color Palettes
Ann Masters’ “Disney Color Story” To be applied to all materials alongside white and off-‐white
Appendices
APPENDIX I: Resort Statistics APPENDIX II: Creative Statement APPENDIX III: Business Overview APPENDIX IV: Growth Overview APPENDIX V: Scenario “Sculpture” APPENDIX VI: Scenario “Poster / TV” APPENDIX VII: Scenario “Online”
Appendix I – 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 recreaFon faciliFes, parking and transportaFon hubs
Appendix II – Creative Statement 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.
Appendix III – 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. 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
Appendix IV – Growth Overview Parks & resorts 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
Appendix V – Scenario “Sculpture” It’s Summer 2015. You’re supposed to meet a friend in front of Amsterdam Central Station after work. He/she runs late, so you’re forced to hang around the station for a little while longer (the stores are about to close anyway). Within no time, you notice the sculpture. Though not quite sure what it is, you’re surprised to see a peach (you hardly ever see such trees) and you decide to check it out anyway. You’re also quite curious since you see other people surrounding the sculpture too. As you’re coming closer, you’ll see “TREASURE HUNT” engraved in the tree alongside a Shanghai Disney Resort logo – Wait, there’s a Disney in China? And is there a treasure hunt going on? That brings you back to the good old times when you were in the Scouts. Having grown up with Disney movies (though you’re not a fan nor a hater, and you’ve grown into more of a Pixar-‐lover anyway), you realize that this might be a Disney movie reference. It’s obviously Chinese…and it’s Disney….Kungfu Panda isn’t Disney right? NO. And besides, you don’t even see any pandas… As you’re standing in front of the tree, you will see that there’s two interactive screens built-‐in the grass lawn surrounding the tree. You glance at a few kids playing with one of the touch-‐screens and soon you’ll notice a picture of the Mulan scene passing by. You see a couple (obviously tourists) sitting on the stone bench and EUREKA – IT IS MULAN. Now you really want to know what this is about since it’s nothing like you used to see from Disney Parks as you only know they run cheesy commercials every once in a while. You’re friend’s here within 5 mins and you told him/ her to meet at the sculpture instead. You decide to quickly try out the screen and you’ll learn that Shanghai Disney Resort will be opening in China by the end of this year, and that you’ll have a chance to win flight+entrance tickets to the new park. Though you’re skeptical, you see that the only thing you’ll have to do is spot 1 poster throughout the city, or even better, you’ll only have to log onto the website and submit 1 answer. As your friend finally meets you at the sculpture, he/she recalls that he/she stumbled upon a Disney poster on his/her way here, saying that he/she was already wondering what the Treasure Hunt is all about. As you are on your way to the restaurant, you both come across another poster, which brings you back to your favorite childhood Disney movie. After dinner, as you’re waiting for the bill, you log onto the website and selects the poster you saw earlier tonight. You notices how the questions are so easy, and decide to do more of them until you stumble upon one you can’t figure out.
Appendix VI – Scenario “Poster / TV” While waiFng for the train as you’re planning on visiFng your parents over the weekend, you noFce several Disney posters displayed sequenFally on the plahorm across from you while you’re waiFng for the train to arrive. As a Disney fan, you’re amused to see your favorite characters appear aWer a long day. You have never seen Disney outdoor adverFsing before and you’re fascinated by the fact that they don’t seem to be in Paris or the US. It’s rather some place oriental, China you’d guess. Then you noFce a Mickey-‐shaped key, which makes you wonder if this is part of some campaign. You’re too lazy to check on your phone and since the train arrives from a distance, you’re not going to bother. Yet aWer you get home and you’re hanging in front of the TV at your parents’ place, a Disney TV Commercial appears in between the animated series on Comedy Central and you see the same scene as you saw on the poster at the train staFon earlier tonight. You’ll learn the poster is part of the Treasure Hunt in promoFon of the upcoming Shanghai Disney Resort, and that you can parFcipate for free by signing up on the website,. You’re interested because you’ve always wanted to visit China and was actually thinking about doing that with your boyfriend/girlfriend next Spring. Also, having really nothing bejer to do since you’re now stuck at your parents’ place anyway, you decide to check the website and join the game.
Appendix VII – Scenario “Online” During your daily ritual of going through all must-‐read (news) sources at home/work, you come across a report covering Disney’s new campaign on Buzzfeed. You recalled that the first Fme you’ve learned that Disney will be opening its newest resort in China, you weren’t sure if it would work out since you were aware of the HK fiasco. Also, being a criFcal reader/thinker interested in current affairs, you have doubts about the Chinese regulaFon and its execuFon in maintaining the resort in the first place. Yet you’re surprised that they have an actual game to promote the new park, and since you’re a fanaFc Buzzfeed-‐follower, you click on the link that takes you to the campaign’s website. While you know the answers to most of the quesFons, you have to Google a few, through which you stumble upon Disney’s social media feeds as well as other press coverage on the upcoming park. You’re able to find the answers quite easily, since you’re not the only one who asked quesFons about the posters online. AWer having answered all quesFons correctly, you have become more interested in the park and you’re surprised to learn that the Shanghai/Disney collaboraFon has implemented new and sustainable technology, to both accommodate and educate the locals, therefore becoming a valuable addiFon to the Disney Empire.
Treasure Hunt
Vivian Lefei Zhou, The Design Process, School of Media Studies The New School, Spring 2014