Disney HK rethinks demographics

For westerners, the name Disney references a part of childhood; animated films, family entertainment and of course the theme parks home to giant Mice and other anthropomorphic characters. In Asia, the brand doesn’t incite such direct memories, and Hong Kong Disneyland, the first Disney resort in Asia, is rethinking its marketing strategy, in an attempt to brew up interest in the place amongst Hong Kong’s young, trendy and well-off crowd.

Park execs reckon that people who grew up with a bit of Disney in their lives are now in their 20s and 30s, and are the likeliest demographic group to visit the park. Why the change of strategy? Marketing executives at the park are worried about the number of visitors the park is turning over, though nothing terminal at 4 million a year, is still less than investors had been promised.

The new campaign hopes to hone in on the likeliest visitors, changing gears from previous marketing blitzes that focused on a broader target audience.