We started with a sneak preview of the amazing world of the Founders and architects. Behind-the-scenes footage, rehearsal trailers and architects’ interviews all set out to ‘wow’ our audiences and drove them to our website for more in-depth information, book tickets in advance and sign up for future promotions.Facebook users were engaged in 7 viral programs which turned them into THODW’s fans.Throughout the campaign, audiences could experience THODW’s attractions and find ticketing information in mass media. The partnership with travel agents prompted travellers to consider COD’s hotel package.Shortly before THODW’s opening, we surprised people with Asian Superstar Ms. Sammi Cheng who revealed THODW’s theme tune that told the show’s story in music and music video.Soon after the launch, 5-episodes of ‘The making of’ tailor made TV programs were broadcasted. Together they unveiled the mystery of the show and differentiated it from the others in the region.

THODW had a sell-out first weekend and welcomed its 100,000th spectator after just 36 show days. Average show attendance since its opening is 94.3%. Extensive news coverage worth over USD11M.Two weeks before the opening, THODW website had over 1.1M visits and over 7.4M page views.

In just 2 months, our 7 viral programs had over 40,000 entries, +18,000 messages shared on SNS and over 6,000 Facebook Likes.Online conversion to sales was 1.9% (over 67,000 clicks-through to booking in just two months).5 months after launch, searches in both English/Chinese generated over 160 Million listings in Yahoo HK! and Google.