The largest insurance company in Hong Kong, AIA will sponsor the Iron Man Experience at Hong Kong Disnyeland. This is the newthemed attraction opening at the parkthis 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 saysthat, "Iron Man is lucky to get a job in the current tough market".
Out of Work Fictional Characters
Esther LeeisMetlife'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 monthsas an ambassador of the United Nations. Taken onto promote gender equity, herappointment (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 isDisneyland’s first Marvel-themed ride.
The Iron Man Experiencewill 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.”
