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March 05, 2008
Hong Kong DIsneyland's New Target Group
Hong Kong Disneyland hopes to reverse the fortunes of Disney's first theme park in China with a marketing campaign geared toward young, well-to-do Chinese adults. Those Chinese children who were first exposed to Disney as they were growing up in the 1990s - now young adults - are prime potential visitors to the Hong Kong park, Maple Lee, Hong Kong Disneyland vice president for marketing, stated. Advertising will be shifted away from billboards to these younger consumers' medium of choice - the Internet, according Lee.