Theme park targets students, mainlanders
Hong Kong Disneyland is kicking off its third year of operation with attractively priced admission for target groups like students and mainland tour groups in a bid to prop up attendance.
In some of the most aggressive promotions to date, the theme park will launch an annual pass for students aged between 12 and 25 next Tuesday.
They are priced the same as annual passes for children aged three to 11 - the value pass for HK$390, the deluxe pass for HK$790 and the premium pass for HK$1,060. Previously, students had to buy adult-priced annual passes, which cost as much as HK$1,800.
The move significantly broadens the theme park's appeal to a target market it considers important to generating the kind of word-of-mouth marketing needed to increase attendance. The offer is open to students worldwide.
Disney Youth Programs, targeting primary and secondary schools with teachers and students looking for an educational experience at the park, will also be launched next month, said Charles Thomas, the theme park's youth event management director.
In addition, all annual pass holders can bring a friend for free for a day from September 1 to 23. In the 11 months since the annual pass was launched, about 85,000 have been sold, including almost all of the 5,000 premium passes, a spokesman said.
