When Prudential Hong Kong decided to host its annual customer relationship management event at Hong Kong Disneyland (HKDL) on Halloween for a second year running, Disneyland Business Solutions and Events team had a unique challenge on their hands: how to deliver a themed networking experience that would be bigger and better than the last.
Previously, the Hong Kong office of the British financial services and insurance firm hosted over 6,000 customers, financial consultants and their families to experience Disney’s Haunted Halloween special. This time around it sought to accommodate a significantly larger group of 8,600, many of whom had been present the year before.
HKDL is becoming an increasingly popular choice for group events. Located on the northeastern shore of Lantau Island of Hong Kong, one of only five locations in the world with a Disney themed park, HKDL has received more than 38 million guests from around the globe since opening in September 2005. Following its recent expansion to include three new ‘lands’ (Toy Story Land, Mystic Point and Grizzly Gulch), the park’s footprint has increased by almost one-fourth, bringing the total number of attractions and entertainment offerings to more than 100.
In addition to its 5,000-strong member cast who parade around the park portraying iconic Disney characters such as Mickey Mouse and Minnie Mouse, Donald Duck and Buzz Lightyear, the resort features two hotels as well as numerous food and beverage outlets. The park is therefore uniquely positioned to offer flexible meeting spaces, guestrooms and special entertainment programmes. In particular, “management buyout”, in which a company takes up the whole park for exclusive use, has become a popular option, especially during Halloween.
“Having established itself as a sought-after destination for MICE over the past eight years, HKDL is attracting an increasing number of corporate clients which take up its buyout arrangements,” said Martin Leung, HKDL’s business solutions and events director.
“Halloween has become the most popular season for buyout events and the demand for this year’s Halloween park buyout has increased three-fold.
“Prudential is one of the companies that take advantage of the select dates HKDL has made available for buyout events before the public launch of Disney’s Haunted Halloween, to create a memorable experience for its VIP guests,” he added.
As with the previous year, Prudential guests were treated to customised tickets allowing them to start their Disneyland adventure at 1600. They had free reign of the park after day guests departed following the nightly “Disney in the Stars” firework display, and were able to enjoy an exclusive preview of Halloween attractions before the general public launch. These included a showdown between Werewolves and Vampires, a Glow in the Park Parade and the popular Revenge of the Headless Horseman. Dining and merchandise discounts were also offered, as well as ticket discounts for future visits to the park.
In order to make the event different from the last, HKDL tailored the programme to include a cocktail party held at the open-air Disneyland Train Station. However, due to bad weather, a rain plan was activated which meant moving the party indoors to the River View Cafe in Adventureland, an area within the park with waterways and jungle islands.
Upon arrival guests were provided with costumes and props, while Disney characters changed into safari outfits echoing the theme of the new venue. After a series of performances, Prudential executives took to the stage with Mickey and Minnie to address their premium clients. A photo opportunity and meet-and-greet session with Donald and Daisy ducks followed.
Organiser: Hong Kong Disneyland Resort
Contact: Disney Business Solutions & Events team
Tel: +852 3510 6868