HK Disneyland targets MICE market with privilege programme
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Hong Kong Disneyland is aiming to use the allure of Mickey Mouse to attract more MICE groups, with the launch of a new privilege programme for overseas corporate guests.
Under the new ‘Disney Magical Corporate Rewards’ scheme, corporate groups will be offered a range of privileges at the theme park, such as shopping and dining offers, entertainment experiences and priority entry.
“Over the past 10 years, ongoing expansion of Hong Kong Disneyland Resort has delivered more than 100 attractions and entertainment offerings to enrich events content for corporate guests. The business solutions and events team… has produced events that are unique, exclusive and, most importantly, magical,” said Karen Kwan, the park’s business solutions & events director.
“As the demand for MICE experiences from overseas companies continues to grow, the Disney Magical Corporate Rewards programme will add Disney magical sparkles to every business event. We believe that the resort will continue to be the best MICE partner for companies in the region.”
Under the new three-tier rewards scheme, groups of 100+ delegates will be offered priority entry into the park, discounts on merchandise, a free Disney-themed gift for each delegate, priority seating at the “Festival of the Lion King” show, and a group photo.
Groups of 300+ delegates will be offered all these privileges plus welcome refreshments at a restaurant, and groups of 700+ delegates will be offered a “CEO procession” and a 15-minute company programme at a theatre in the park.
Hong Kong Disneyland’s expansion will continue this year with the opening of the Iron Man Experience, and a new 750-room hotel, Disney Explorers Lodge, is scheduled to open in 2017.
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