Celebrating 15 Years of Magical Dreams
This is a year-long campaign to celebrate the 15th anniversary of Hong Kong Disneyland.
Service
Digital Campaign
Client
Hong Kong Disneyland
Year
2020-2021
There is a series of celebrations for the 15th anniversary of Hong Kong Disneyland, including catering, attractions and merchandise etc. Visitors from all over the world are invited to the celebration.
Due to the political issue and the COVID-19 pandemic, park enclosures never stop the magical moment happens. It is time to make the challenge into something special.
Phase 1
Celebrating at Home
Passing happiness from the park to the home of every audience
and celebrating together is the most important mission during this period. Due to the lockdown, the direction of marketing
has become more focused on Hong Kong residents.
Castle of Magical Dreams
One of the biggest highlights of the 15th-anniversary celebrations was the transformation of the original castle. The Castle of Magical Dreams pays tribute to thirteen inspiring stories of Princesses and Queens. The central, raised stage in front of the castle will host a variety of daytime shows throughout the year celebrating guests’ favourite Disney characters and stories through song and dance.
The Magical Tour - Campaign Site
Here is a web page showing the 3D castle tour. Web banners and social media channels direct viewers here. They can take a magical tour of the castle, admiring the architectural features step by step. From the spire to the glass windows, all the details are revealed for the first time. Finally, viewers can share on social media or try out Instagram filters.
Magical Greetings - IG Filter
For traditional Disney-style celebrations, the Minnie Mouse Ears headband is a must-have. The Instagram filter has 3 frames including Mickey, Castle and Princess. Along with it, a series of GIF stickers were created to spread the magic. Plus, there’s UGC content to drive viewers to use the filters and join in the celebration.
Let's Celebrate
- Whatsapp Stickers
For traditional Disney-style celebrations, the Minnie Mouse Ears headband is a must-have. The Instagram filter has 3 frames including Mickey, Castle and Princess. Along with it, a series of GIF stickers were created to spread the magic. Plus, there’s UGC content to drive viewers to use the filters and join in the celebration.
Unboxing the Celebration - KOL Seeding
The 15th anniversary-themed gift boxes, such as tote bags, headbands, plush dolls, etc., are delivered to KOLs of different categories around the world, allowing them to celebrate without leaving home.
Additionally, unboxing content from KOLs can become a teaser for Disney’s online store.
Phase 2
The park is open!
The wait is over! Finally, the park is open!
Can't wait for the celebration!
Magic Returns - Reopening Day
Announcements regarding the park's reopening have been posted on social media channels. In addition, famous Disney characters are invited to shoot short films to welcome tourists. Meanwhile, there are updates on Instagram and Facebook during the opening, reporting details and magical moments.
Love the Memory - Live Streaming
”Love the Memory” is the theme song for the 15th anniversary of Hong Kong Disneyland. Due to limited attendance and lockdown policies, we are offering Disney fans a live broadcast so they can join the celebration from home and around the world.
At the same time, we have updated relevant content on the YouTube channel, such as the story behind the construction of the Castle of Magical Dreams, Mickey's reaction to the 15-year memory of Hong Kong Disneyland, etc.
Get ready with Disney Friends
2 videos on social media channels showing the park are ready.
Disney Friends are preparing to open and waiting for guests.
15 Magical Dreams - Social Media Content
Introducing magical moments, products, food and drink, promotions... and more. All about the celebration. Content will be posted on Facebook and Instagram.
Facebook Canvas is an example of making information more interactive. From catering to attractions and merchandise, it provides a travel guide with perfect plans for three types of group tours: couples, families, and friends.
Super Daddy Challenge - Celebrity videos
The reopening date coincides with the upcoming Father's Day. Hong Kong Disneyland is also a great place for Father's Day. So we invited celebrity Louis Cheung to shoot a short video to introduce the new product in a fun way. His family is also a big fan of Hong Kong Disneyland, where many moments in his life took place.
#15MagicalDreams
The participation of the audience is paramount in this celebration. Who doesn't take beautiful pictures at Disneyland? Just post photos with UGC hashtags. 5 photos will be selected and shared on the Instagram story every week.
