The largest insurance company in Hong Kong, AIA will sponsor the Iron Man Experience at Hong Kong Disnyeland. This is the new themed attraction opening at the park this week.
The company recognises the value the brand tie-in will bring, including the boost to its social media presence.
The South China Morning Post says that, “Iron Man is lucky to get a job in the current tough market”.
Out of Work Fictional Characters
It points out that Charlie Brown’s Snoopy character was discarded by another leading insurance company, Metlife, recently. This brought to an end a 30 year relationship with the brand for the American insurer. Valued by Forbes at around US$12 million, the licensing agreement will remain in place until 2019. Metlife will focus more on its group life business and launch a new logo. During this time Snoopy and his fellow Peanuts characters will be phased out.
Esther Lee is Metlife’s global chief marketing officer. She said, “We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant. Snoopy helped drive our business and served an important role at the time.
“We have great respect for these iconic characters. However, as we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.”
Another popular fictional character currently, “in the process of making a career transition” is Wonder Woman. She was recently shown the door after only 2 months as an ambassador of the United Nations. Taken on to promote gender equity, her appointment (understandably) led to protests and her employment was curtailed.
The Iron Man Experience and AIA
The AIA sponsorship is limited in scope. The company’s brand and logo will appear on the Iron Man Experience. This multi-sensory, immersive attraction is Disneyland’s first Marvel-themed ride.
The Iron Man Experience will include an Iron Man exhibition and the motion-based ride will allow guests to fly through the skies with Iron man himself.
General manager, business strategy and marketing of AIA Hong Kong and Macau, Bonnie Tse, said Iron Man and Disneyland Hong Kong are a good fit with the corporate culture of AIA.
“We are very selective in picking up a sponsor target. We want to sponsor world class events with mass market appeal. Most importantly, we want the event to bring joy and good memories to the attendants.”