Presented by: Oscar Cheung Cynthia Chan Ocean Park Halloween Bash 2010
Mar 31, 2015
Presented by:Oscar CheungCynthia Chan
Ocean Park Halloween Bash
2010
Company Background
Ocean Park:- opened in January 1977- a premier educational theme park of Hong Kong. - world-class marine attractions, thrill rides and shows
Core Value:- Fun- Service- Safety- Education and conservation- Respect for people
New CampaignOcean Park Halloween Bash 2010
• One of the popular festivals in Hong Kong
• Celebration and special activities would be carried out in the theme park
CHANGE OF POSITIONINGOcean Park Halloween Bash 2010
Ocean Park Halloween Bash 2010
2008
Exciting event
Fear appeal
2010
Celebration
Music appeal
PROMOTIONOcean Park Halloween Bash 2010
TV ad
Objectives: • Reach the mass • Create awareness
Fear appeal Match the theme of campaign Draw attention of audiences
Music appeal Enhance the memory of audiences
Online Promotion• Ocean Park Homepage• Show you the detail of the campaign
e.g. event date & time, ticket price
Source: http://www.halloweenbash.com.hk/en/thank-you.html
Cooperate with popular forum
• Provide free tickets to members of the forum
• Help spreading positive word of mouth after trial
Source: http://www.uwants.com/viewthread.php?tid=10650889
Social Media
• Facebook• Weibo
• Two-way communication between Ocean Park and potential customers
share comment
Social Media
• Youtube• Arouse piublic’s interest
Street Performance
• Location Place where teenagers
will go such as downtown
• To reach its target customers and create noise
Cooperation
Celebrity Endorsers
• Law Lan– A Hong Kong actress– Popular cast in Hong Kong horror movies
Related to Class
• Change of positioning through IMC• Emotional appeals• Various communication channels• Endorsement
Reference• " 香港廣告 : 海洋公園哈囉喂 ( 揀性電梯嚇鬼版 )2008." YouTube. Web. 26 Jan 2011.
<http://www.youtube.com/watch?v=3mBmrdAsTAw&feature=related>.• " 海洋公園十月全城哈囉喂 2010 - 銅鑼灣大跳哈囉喂舞蹈 !! ." YouTube. Web. 26 Jan 2011.
<http://www.youtube.com/watch?v=n9SExvKBPf0&feature=relatedl>.• "Corporate information." Ocean Park Hong Kong . Web. 26 Jan 2011.
<http://www.oceanpark.com.hk/html/tc/home/>.• " 海洋公園十月全城哈囉喂門票優惠 ." HKCreditCard.com. Web. 26 Jan 2011.
<http://www.hkcreditcard.com/news.php?nsid=198&catg= 旅遊享樂 &page=1>.
Q & A