Presented by: Oscar Cheung Cynthia Chan. Company Background Ocean Park: -opened in January 1977 -a premier educational theme park of Hong Kong. -world-class.

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Presentation transcript:

Presented by: Oscar Cheung Cynthia Chan

Company Background Ocean Park: -opened in January 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 Campaign Ocean 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 POSITIONING Ocean Park Halloween Bash 2010

2008 Exciting event Fear appeal 2010 Celebration Music appeal

PROMOTION Ocean 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:

Cooperate with popular forum Provide free tickets to members of the forum Help spreading positive word of mouth after trial Source:

Social Media Facebook Weibo Two-way communication between Ocean Park and potential customers share comment

Social Media Youtube Arouse piublics 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 " : ( )2008." YouTube. Web. 26 Jan " !!." YouTube. Web. 26 Jan "Corporate information." Ocean Park Hong Kong. Web. 26 Jan "." HKCreditCard.com. Web. 26 Jan

Q & A