WE Marketing Group wins Joyland Theme Park’s integrated account

Joyland is billed as the world's first theme park to ride on latest cyber-gaming and animation trends.

Interaction between the real and virtual worlds is at the core of the park ,which will choose key scenery from cyber-games and rebuild them into reality.

The 600,000 square meter park is near Taihu Lake in Changzhou, two hours drive from Shanghai. The investment into the park is over US$300 million.

Xu Ying Jie, GM of Joyland said: "There are quite a few theme parks in the Yangtze River Delta area, but at Joyland, consumers will be able to experience entertainment, competition and simulation in a high- tech way, where the world's finest digital culture will converge, and where the interaction with world class cyber-games and animation will be revolutionised."

Coca-Cola is one of the early advertisers that has partnered with Joyland for this new project and is expected to open its 'Happiness Factory' in the theme park.

Kenny Wong, managing director of WE marketing group Shanghai added: "Consumers are no longer satisfied with pure sensory excitement, but also demand unique culture and substance. We are delighted to take part in the introduction of this revolutionary product."

A through-the-line national marketing push, including online especially in online game portals, TV, digital are in place to promote the theme parks to diehard online games friends and family visitors.

WE Marketing Group previously worked on the Ocean Park's advertising accounts from 2006-2008, successfully creating ad campaigns to outshine Hong Kong Disneyland.