Now you might think that every country in the world should have a Disney theme park,
and you would be wrong, naturally. True, residents of almost every country in the world have heard of Disney, but brand recognition is not always sufficient incentive to visit the magic kingdom. Take China, for example—
please! Attendance at Disney Hong Kong is a dismal, so Disney decided to meet with local travel officials to find out why. Well, for starters, the Chinese did not grow up with Disney, so attractions are the theme park are, well—foreign. But armed with advice that should have been obvious to begin with, Disney is re-tooling their advertising for the theme park. The new approach is more upfront and personal. Commercials showcasing park rides include the voice over "This is a land where anything is possible. Teacups dance. Elephants fly." Disney is still fumbling with images of parents with two children, in a country where the state encourages only single-child families. While
Marketing Blurb supports international commerce, we wonder whether China really needs a Disney theme park. We learned about this from
The Wall Street Journal (paid subscription required.)
Photo Credit: The Wall Street Journal
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