Ocean Park, the true Hong Konger’s theme park, has just taken more initiatives to embraces digital and interactive marketing to promote their recently open Amazing Asian Animals. They revamped their website, created an online platform in tvb.com and setup their official Facebook page.

Revamped Ocean Park Web Site

▲ Ocean Park’s Revamped Website of Amazing Asian Animals

Ocean Park revamped thier website and launched it at the end of May. The website looks much refreshing and likely targets to youngsters. Heavy flash animation are used and Facebook fan page is also introduced for the first time.

Interactive Campaing on TVB.com

▲ Ocean Park’s Interactive Campaing on TVB.com’s MyTV

▲ Ocean Park’s Q&A in the Interactive Campaign

Ocean Park partners with TVB.com to launch an interactive campaign as well. They put a few videos about the new Amazing Asian Animals on MyTV to introduce their new residents like giant panda, red panda, Chinese giant salamander. After viewing those clips, users can try the Q&A and get a chance to win tickets to Ocean Park.

Ocean Park’s Facebook Fan Page

▲ Ocean Park’s offical Facebook Fan Page

The theme park try-out social media as well to promote themselves among the younger generation. It launches their offical Facebook fan page recently and posted some events, photos, etc. to engaged its fans. However, it’s seems the other user-created fan page are much more engaging with Ocean Park’s funny ads.

After all, I am happy to see Ocean Park has visioned that interactive marketing is the key factor of success advertising campaign. I wish they will promote this true theme park of Hong Kong succesfully to the world through the new media.

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According to Nielsen Online’s latest AdRelevance press release, Hong Kong internet display advertising spending remains steady at HK$172MM in the 1st quarter of 2009. This fact confirms that brands and marketers still keep spending their budget for interactive campaign, while advertising budget is declining as projected  by HK2A during the current econmic recession.

Fashion Brands Spent A Lot in 1st Quarter

From the report, fashion sector increse their online adspend 163% from HK$2.2million to HK$5.8 million from the same period last year. The top 3 brands are H&M, Nike and Cartier, of which they launched large advertising campaigns in many major local Hong Kong websites like Yahoo! Hong Kong to drive the figures up.

Hong Kong Government Spent More Too

It is observed that Hong Kong Goverment is ranked as the 2nd largest advertisers in the period. It had large campaign to promote the GovHK portal offered by OGCIO in major websites like TVB.com and Yahoo! Hong Kong. It’s wise for Hong Kong Government to take the advantage of this effective channels, and it can take the lead to move on to new media marketing as well.

Research Data by Nielsen Online’s AdRelevance (2009 Q1)

▲ Hong Kong Online Advertising Activities (2009 Q1)

▲ Hong Kong Online Advertising Spending by Sectors (2009 Q1)

▲ Hong Kong Top 10 Online Advertisers (2009 Q1)

Extended Reading

• Online Advertising Holds Ground in First Quarter with Advertising Valued at HK$172MM by The Nielsen Company
• Online advertising stays flat in Hong Kong by Media Magazine
• Online advertising flat in first quarter by Marketing Magazine

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• Ocean Park Embraces Interactive Marketing

Hong Kong Association of Interactive Marketing (HKAIM) held a coffee break session last week for digital marketing fellows to share ideas and connect in a relax atmosphere. Volkswagen was very kind to host this event in their Volkswagen HK Center in Wan Chai, and its topics focuses on digital marketing for automobile brands.

Digital Campaign is More Effective

Mr. Till Scheer, Managing Director of Volkswagen Hong Kong Limited, gave an opening speech of the event. He stated digital marketing has enable them to carry out more targeted and effective marketing campaign for Volkswagen in Hong Kong last year and looking to increase their market share by 3% in 2009.

Digital Word-of-mouth Intelligence

Mr. Ralph Szeto, Business Development Director of CMRS Digital Solutions Limited, shared his experience and findings about online automobile market with digital word-of-mouth (WOM) intelligence. The WOM intelligence platform is called ezBuzz, and it found that Honda was the most discussed brand in Hong Kong cyberspace in the past 6 months. He also stressed netizens are more active in forum in Hong Kong while people have more conversation in blogs about automobile in other major countries.

Volkswagen Believes in Digital Marketing

Mr. Sam Hui, General Manager of Next Interactive Limited, moderated an open forum to discuss “All About Automobile Market in Hong Kong” with Ralph Szeto, joined with Ms Anna Au, Marketing Director of Volkswagen Hong Kong Limited. Sam stated Volkswagen is relatively much aggressive in and relies on digital marketing to increase their market share in Hong Kong. Anna also agreed Volkswagen will continue to explore more marketing campaign idea in cyberspace, especially after Ralph’s sharing in WOM intelligence.

It was a wonderful event and I met a lot of poeple too, many photos are shared here. Special thanks are given to HKAIM for making this happen and Volkswagen for supporting with such a great place.

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