PATA Grand and Gold Award 2012 Winners

MarketingIndustry5th Anniversary Integrated Travel Trade Marketing CampaignHong Kong Disneyland Resort, Hong Konghttp://park.hongkongdisneyland.comHong Kong Disneyland Resort launched the “Anniversary Celebration in the Air” marketingcampaign to mark the attraction’s 5th anniversary. The resort leveraged the occasion to thank travel tradepartners. The marketing initiative generated sales momentum over the event’s year-long duration.To build Anniversary buzz early, an integrated travel trade marketing campaign engaged trade partnerson multiple phrases and on multiple levels. Some 200 leading trade partners were invited for apre-launch “Disney Travel Trade Summit – Celebrating 5 Magical Years.” In overseas markets, thetrade launch helped partners convey the 5th Anniversary message to guests with a series of briefingevents with a total attendance of more than 1,600 trade partners and more than 1,200 travel agentsacross Asia. Throughout the year, trade advertising, cooperative marketing activities, and specialevents and promotions with airline partners were all carried out.By leveraging Disney’s creativity, innovation and imagination, the campaign achieved quantifiablebusiness results and further strengthened relationships. It also laid the foundation for a future whichwill include a US$460 million expansion programme with three new themed areas.“Disney’s integrated marketing campaign was an effective showcase of its core values of creativity,innovation and ability to deliver magical moments” - Judge’s comment