(May 16, 2013 – Hong Kong) – Mystic Point, the final chapter of Hong Kong Disneyland’s current expansion project, will officially open to the public on May 17, 2013. Today, guests were welcomed at the Mystic Point Grand Opening Ceremony, where they embarked on a mysterious journey by boarding the immersive trackless dark ride and experiencing the various mystifying attractions in this new themed area.
Officiating at the grand opening ceremony today were Guests of Honor the Honorable John Tsang, Financial Secretary, Hong Kong Special Administrative Region and Mr. Bill Ernest, President and Managing Director, Asia Walt Disney Parks and Resorts.
“Today we mark the completion of Hong Kong Disneyland’s current expansion project on a high note with the opening of Mystic Point. This one-of-a-kind themed area has never been seen in any of our Disney parks worldwide,” said Bill Ernest.“For the first time, guests can immerse themselves in a unique adventure of theatrical wonders that combines traditional storytelling with innovative technology and special effects. The ‘Mystic Magneto-Electric Carriage’ in Mystic Manor is by far the most sophisticated ride system in Disney’s history.
Other officiating guests included the Honorable Gregory So, Secretary for Commerce & Economic Development, Hong Kong Special Administrative Region; Mr. Philip Yung, Commissioner for Tourism, Hong Kong Special Administrative Region; Mr. Andrew Kam, Managing Director, Hong Kong Disneyland Resort; Mr. Joe Lanzisero, Senior Vice President, Walt Disney Imagineering – Creative; and Mr. Danny Elfman, the Oscar-nominee and composer of the soundtrack of Mystic Point.
The story of Mystic Point follows the adventures of eccentric explorer and art collector Lord Henry Mystic, who invites guests to board the Mystic Magneto-Electric Carriage for a tour of his private museum located within his Victorian manor. When Lord Henry’s companion, his monkey Albert, mischievously opens a newly acquired magical music box, the enchanted Music Dust within is released and, accompanied by a haunting tune created by renowned composer Danny Elfman, a mysterious journey begins.
With the addition of Toy Story Land in 2011, Grizzly Gulch in 2012 and Mystic Point this year, the size of Hong Kong Disneyland has increased by almost 25%, further enhancing its appeal with over 100 attractions, entertainment facilities and shows.
Since April, the Park has arranged a series of preview days for more than 30,000 guests, including Magic Access members, trade partners, business partners, Cast Members and their families, media, bloggers and celebrities. The preliminary feedback from guests has been overwhelmingly positive, with many describing Mystic Point as a truly mysterious journey that is full of surprises. Guests were particularly intrigued by the Mystic Magneto-Electric Carriage, the dark ride within Mystic Manor, which blends beautiful visuals with fascinating special effects.Based on a survey conducted among 2,700 travel trade partners who attended the three-day trade preview, 94% of agents believed their clients will like Mystic Point and 89% of them felt their guests would choose a trip to Hong Kong Disneyland because of this new themed area.
To celebrate the opening of Mystic Point in Hong Kong, a creative advertising campaign will be launched to bring viewers on a journey to unlock the mystery of Mystic Point. In addition to traditional advertising medium such as TV, print and out-of-home media, the resort will also leverage interactive media to create an innovative communications strategy to entice consumers to visit Mystic Point. These include an online video with illusions and surprises to netizen, a TV program allowing viewers to interact using their smartphones and the use of convenience store displays as interactive gallery walls.
The mystery of Mystic Point will extend its reach to select overseas markets. A consumer event will be held at the end of May in Jakarta, Indonesia – the first of its kind in this location. Publicity activities in other markets, including Taiwan, Singapore, the Philippines, Malaysia, Thailand and India,are also in the pipeline. For the travel trade community, over 2,000 partners will be engaged through webinars and in-market trade launch events in Mainland China, Taiwan and Korea. The Park will also collaborate with some prominent TV programs in Mainland China.
“The successful completion of the three new themed areas marks a milestone for Hong Kong Disneyland and the travel industry. We are confident that Mystic Point, along with Toy Story Land and Grizzly Gulch, will be the key drivers of growth for our Resort. As Walt Disney once said, ‘Disneyland will never be completed as long as there is imagination left in the world.’ The same applies to Hong Kong Disneyland, which will continue to grow, contribute to Hong Kong’s economy and create countless magical experiences for guests of all ages and origins,” said Andrew Kam.
Mystic Point is comprised of the iconic Mystic Manor, which features one of the most sophisticated ride systems ever built by Disney; a themed photo area called Garden of Wonderswith mystifying 3D illusions; the Explorer’s Club Restaurant, which offers international cuisines ranging from Korean and Japanese to Halal food in exotic surroundings; The Archive Shop, where guests can purchase exclusive novelty items and collectibles; and the Mystic Point Freight Depot, where Lord Henry’s grandnephews share with guests stories from their adventures with Lord Henry.