A Day Out Like No Other.
Chimelong Paradise is a major amusement park in Guangzhou, Guangdong, China. As the largest amusement park in China, it offers people the perfect getaway which includes the Chimelong Ocean Kingdom, the Chimelong Safari Park, and the Chimelong International Circus.
Client
Chimelong Paradise
Year
2016
Category
Design
Type of Work
Advertising Photography
Video Production
The Challenge
When Disneyland opened in mainland China in 2016, Chimelong, previously the largest amusement park in the country, faced one of its biggest competitors. This led to a decline in summer bookings.
The Strategy
Disney’s promotional theme, “Lighting up the magical dream in your heart,” resonated strongly with Chinese consumers. While dreams are beautiful, they are also inherently unreal. Disney’s DNA—encompassing animation, film, and intellectual property—is captivating; however, much of it is rooted in fiction.
The Idea
The idea was 长隆真( Real)有趣, which was a pun in Mandarin, on the one hand, to mean it's really fun, and on the other hand, it's fun because it's real.
Chimelong, by contrast, offers real animals and authentic natural environments, delivering genuine enjoyment and a deeply immersive experience. Therefore, the core strategy was to leverage Chimelong’s grounding in reality to compete with Disney’s fictional appeal.
The headline “I want to be as cute as a koala”
The production process was closely aligned with the promotional strategy, reimagining the brand experience by using the brand story as the foundation for a new visual and sonic identity. We immersed ourselves in the brand’s DNA and its facilities, engaging directly with key stakeholders—children. The brand vision was then translated into a vibrant narrative, bringing to life the joy, authenticity, and boundless imagination of a childhood dream world. This narrative drew inspiration from moments and elements within the amusement park, infused throughout with warmth, joy, and a human touch.
The copywriting was developed from a child’s perspective, ensuring it was accessible and easily understood by the target audience.
The headline “I want to have a big meal with tigers”
The headline “I want to play house with penguins”
The headline “I want to kiss the dolphin”
The headline “I want to pick stars at the bottom of the sea”
The headline “I want to compete with the panda in kung fu”
The headline “I want to be taller than a giraffe”
The headline “I want to see the Chimelong fireworks show every day.”