By Zsarlene B. Chua
SM SUPERMALLS, in partnership with Hong Kong Disneyland, recently announced a promotion to take 30 SM patrons (and their families) to the “happiest place on earth.”
The promotion, running from Feb. 12 to March 13, is part of a continuing partnership of SM Lifestyle Entertainment, Inc. (SMLEI) that was formally inked last September.
“We’ve been doing a lot of things with Disneyland… we’ve already had a previous partnership (with them). This is not the first one, but this might be the biggest,” Steven T. Tan, SM Supermalls senior vice-president for operations, told BusinessWorld on the sidelines of the promo’s Feb. 4 launch event, at the Skydome of SM North EDSA, Quezon City.
The promo is also to celebrate the theme park’s 10th anniversary.
Visitors of all SM Malls get the chance to win a holiday trip to Hong Kong Disneyland: round-trip airfare (economy class); three-day, two-night accommodation at the Hong Kong Disneyland Hotel; and two-day park tickets, for four people.
Participating malls (SM Mall of Asia, North Edsa, Megamall, and Seaside city Cebu) will also be decked out in celebration of the anniversary. Guests will get a glimpse of the “brand new offerings of the Hong Kong Disneyland 10th anniversary celebration” starting Feb. 4, according to a company press release.
One of the notable events in Disneyland is “an all-new Broadway-style live show”, entitled Mickey and the Wondrous Book, which will bring to life seven Disney stories.
Other events and attractions include the Fairy Tale Forest, presented by Danish jewelry manufacturer and retailer Pandora, recreating (in miniature) iconic scenes of the much-loved Disney Princess stories.
“Definitely, there will be more partnerships with Disney. During the holidays, we had meets-and-greets with some characters flying to [SM], so expect more of those in the coming months,” Mr. Tan noted.
He added that the multi-year partnership of SMLEI has been advantageous for their part as Disney “is a very strong brand,” and they’re “very, very happy” with the partnership.
Mr. Tan said that in a conversation with Frederick Chan, marketing director of Hong Kong Disneyland Resort, the latter mentioned Filipinos’ “very strong affinity with Disney.”
Every P 1,000 single receipt purchase at any SM Mall tenant from Feb. 12 to March 13 will entitle consumers to one raffle coupon for the promotion. Any Disney merchandise worth P500 and purchased at SM Malls will likewise afford the customer one raffle coupon.
ePlus card members automatically receive two raffle stubs for every P 1,000 purchase. The winners will be drawn on March 2016.
For more information, visit the corresponding Facebook pages of SM Supermalls and Hong Kong Disneyland.