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Results for: Affiliation Hong Kong Polytechnic University Remove constraint Affiliation: Hong Kong Polytechnic University Creator / Instructor Jia, Doris Remove constraint Creator / Instructor: Jia, Doris Creator / Instructor Lin, Pearl Remove constraint Creator / Instructor: Lin, Pearl Keywords Amusement parks -- Marketing Remove constraint Keywords: Amusement parks -- Marketing Year 2023 Remove constraint Year: 2023

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    Universal Beijing Resort, Honor of Kings Theme Events | GreatCase100

    Universal Beijing Resort, Honor of Kings Theme Events | GreatCase100

    Universal Beijing Resort, the fifth Universal Studios theme park globally, has embarked on a cross-border cooperation with Honor of Kings, a popular Chinese video game. With its extensive influence and user base, Honor of Kings presents a unique opportunity for cultural integration and brand influence at the resort. The marketing strategy centers around creating an immersive interactive experience by blending international theme park elements with local Chinese IP. Themed activities, including a hero parade and meet-and-greet events, along with exclusive merchandise and food offerings, aim to provide visitors with a culturally rich experience. This collaboration has attracted a wider audience, generated positive feedback, and garnered significant social media attention. However, maintaining cultural integration and staying ahead of competing local IP collaborations pose ongoing challenges. The resort must continue to innovate, adapt to visitor preferences, and deliver an extraordinary experience to sustain its competitive advantage in the Chinese-themed park market.

    Subjects:
    Marketing and Hotel, Travel and Tourism
    Keywords:
    Amusement parks -- China -- Beijing Amusement parks -- Marketing
    Resource Type:
    Others