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Wednesday, July 14, 2004 |
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Hong Kong Disneyland Launches Hong Kong Marketing Drive
-- Teams up with TVB Jade to bring the magic of Disneyland to millions of Hong Kong families --
HONG KONG (July 14, 2004) - Hong Kong Disneyland and Television Broadcasts Limited today jointly announced the launch of a collaborative effort to bring the best of Disney's entertainment to the people of Hong Kong.
This also marks the kick-off of Hong Kong Disneyland's pre-launch marketing and publicity efforts, which will increase in intensity and in activities as we draw closer to the Park's opening in late 2005 / early 2006.
In today's ceremony, Hong Kong Disneyland Vice President Marketing and Sales Roy Tan Hardy and TVB General Manager SK Cheong jointly announced the collaboration. Local artists Winnie Young, Patrick Dunn, Timmy Hung, Carlo Ng, Annie Man, Ellesmere Choy, Miss Hong Kong 2003 Mandy Cho, Selena Li, Rabee'a Yeung and Carrie Lee, as well as Miss Chinese International 2004 Linda Chung were also present.
Under the collaboration, TVB Jade will air three exciting new Disney TV programs -- Hong Kong Disneyland Fun Time, Hong Kong Disneyland Viva Club Disney and Magical World of Disneyland, starting from July. The three series will bring Disney stories and magic to children and families in Hong Kong in the period leading up to the Park's opening.
Hong Kong Disneyland Fun Time has already started on July 5, every Monday to
Friday at 9:00 am and Saturday at 9:25 am on TVB Jade. The program features classic Disney animated characters, loved by children of all ages all over the world, and will leave children with happy memories during holidays.
On Hong Kong Disneyland Viva Club Disney, an entertaining group of hosts will take children on a breakfast tour of their favorite topics, activities and interactive games -- from the bottom of Hong Kong Disneyland's Space Mountain. The program will be shown on every Saturday at 9:25am starting from September 4.
Magical World of Disneyland will debut on Saturday, July 31 on TVB Jade, broadcasting classic Disney animated films. Toy Story will lead off, making it the first Disney animated movie ever to be aired on TVB Jade. Other upcoming movies will include Dinosaur, Monsters Inc., and Beauty and the Beast. Prior to the airing of each film, Magical World of Disneyland will also take viewers behind the scenes to experience the magic of Disneyland, and how Walt Disney's vision created a place that transports guests into a world of fantasy, imagination and adventure. A place where families of all ages could have a great time together.
"We are delighted to be working with TVB, which for generations, has entertained more households in Hong Kong than any other TV station, to bring the best of Disney's family entertainment to the people of Hong Kong," commented Roy Tan Hardy. "This is also an important part of our marketing efforts ahead of the opening of Hong Kong Disneyland and we want to give our audience a taste of the magic by bringing Disney's stories, characters and animated features right into the living rooms of Hong Kong for the very first time."
"Disney's films and animated features are very wholesome and educational, it is the best choice for kids and families," said SK Cheong. "Through this collaboration, it is a breakthrough that for the first time ever TVB will feature Disney programs during our Jade prime-time slot. We hope that through this collaboration, we will strengthen the communication within families and further promote better harmony in the society."
At the press conference, participants were also treated to a taste of the Disney magic when Woody and Buzz Lightyear from the Disney film Toy Story stopped by to celebrate the launch of this collaborative effort.
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About Hong Kong Disneyland
The Hong Kong Disneyland project was announced in November 1999 as a venture between The Walt Disney Company and the Hong Kong SAR Government. With the completion of reclamation for Hong Kong Disneyland Phase I by the Hong Kong SAR Government, Disney began construction in January 2003 with the project scheduled to open in late 2005/ early 2006. The opening day program for Hong Kong Disneyland will include a Disneyland-style theme park and two hotels. The Phase I build-out includes a projected 10 million annual visitor Disneyland-style theme park, 2,100 hotel rooms, and an area for retail, dining and entertainment. The project is estimated to create 18,000 new jobs at opening (both Disney and other employment) growing to 36,000 once the first park reaches build-out. The Hong Kong SAR Government estimated that the first phase of the project will generate a present economic value of HK$148 billion (US$19 billion) in benefits to Hong Kong over a 40-year period.
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