Showroom for Disney

PUBLISHED : Tuesday, 10 July, 2007, 12:00am
UPDATED : Tuesday, 10 July, 2007, 12:00am

Hong Kong Disneyland has opened a showroom in Guangzhou to lure more mainland visitors to the theme park.

The 300-square-metre showroom, opened in conjunction with Disney's mainland travel agent partner, has multimedia displays and replicas of the park's attractions.

The showroom, Disney's first in the world, is part of an aggressive marketing drive. About 270,000 promotional video discs will also be distributed nationwide.

'You can't just rely on television or printed advertising,' said Josh D'Amaro, the theme park's vice-president of sales and travel trade marketing. 'We have to do things like online marketing, or video productions. We are going to be a little more aggressive.'

Mr D'Amaro said Disney believed the mainland was a very important market, particularly the southern provinces, where it was easier to get to Hong Kong. Beijing, Shanghai, Guangzhou and Shenzhen were being targeted as key cities in Disney's marketing drive.

About 5 million people visited the park in the first 12 months after its opening in September 2005, short of the target figure of 5.6 million.

Wang Jian , of Guangdong China Travel Service, said such operating pressures had made the park more positive in marketing strategy.