Main+Street,+H.K. - Main Street, H.K. - WSJ.com

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Main Street, H.K. - WSJ.com file:///C:/Documents%20and%20Settings/Brian/Local%20Settings/Temp. .. 1 of 2 7/7/2008 12:11 PM DOW JONES REPRINTS This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, use the Order Reprints tool at the bottom of any article or visit: http://www.djreprints.com/ See a sample reprint in PDF format . Order a reprint of this article now . [Procession] The "Rhythm of Life" procession [Go to video] SEE MORE ADS 1 View more examples 2 of advertisements for Disney in China. The Wall Street Journal January 23, 2008 ADVERTISING Main Street, H.K. Disney Localizes Mickey to Boost Its Hong Kong Theme Park By GEOFFREY A. FOWLER January 23, 2008; Page B1 Hong Kong Hao Zhi met a character at Disneyland here Monday that might seem kind of odd for Main Street, U.S.A., but the civil servant from Inner Mongolia didn't find it Goofy at all. "This is terrific," said Mr. Hao, as he posed for a picture with his new friend, Cai Shen Ye, the bearded Chinese god of wealth, who was decked out in silk robes and an oversize belt. "It makes me so happy to see the god of wealth here." That's just the reaction Walt Disney Co. is counting on following a marketing makeover designed to make a classic American theme park look a lot more Chinese. It is hoping to transform China's coming year of the rat into the "Year of the Mouse." Since it opened in 2005, Disney's Hong Kong park, the media and entertainment company's flagship for the booming Chinese kids' market, has struggled to connect with consumers. The park, a joint venture with the Hong Kong government, missed public targets of 5.6 million visitors for its first year of operation, and attendance dropped nearly 30% in the second year, to about four million. The travel industry has criticized the park for being too small and not appealing to mainland Chinese audiences. Now, Disney is going on the offensive by going local. Its first big opportunity on that front is a stroke of astrological fortune. In
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This note was uploaded on 12/31/2009 for the course BIZ 178 taught by Professor Meford during the Fall '09 term at University of California, Berkeley.

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Main+Street,+H.K. - Main Street, H.K. - WSJ.com

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