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