How We Elevated Ocean Park Hong Kong’s Appeal Among Chinese Travelers via Le Petit Prince Collaboration
Ocean Park is a long-standing Hong Kong theme park and a prominent tourist attraction. They faced difficulty driving brand resonance and emotional engagement with mainland Chinese tourists due to a lack of compelling narrative hooks. To address this, we implemented an immersive omni-channel strategy centered on the 80th anniversary of Le Petit Prince. This initiative resulted in 74.6 million impressions and 114% growth in free independent traveler visits.
WHAT WERE THE CHALLENGES?
The brand aimed to create an effective digital engagement strategy for Chinese visitors to boost ticket sales during the 80th Anniversary of Le Petit Prince Galactic Voyage. However, establishing emotional connections proved difficult due to a lack of culturally relevant narratives. Inconsistent engagement across media channels and the diverse digital behaviors of the audience further complicated efforts. Additionally, logistical challenges in capturing attention throughout the travel decision journey led to missed conversion opportunities at key pre-trip and in-trip touchpoints.
WHAT HAVE WE ACHIEVED?
Higher than Expected for Overall XHS Engagement Rate
Increase in Free Independent Traveler Visitor Growth
Impression Generated
HOW WE DID IT?
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As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.