World Carnival, People’s Carnival

QUICK PREVIEW of the background

World Carnival is the most successful mobile funfair/carnival touring the world today. In about 4 years over 10 million people have passed through its gates in 5 Asian countries. World Carnival is the largest touring carnival in the world with 40 rides and over 50 games and numerous theatrical attractions. And it is a Hong Kong registered company when it came into Asia market, and a joint venture of Golden Coast Limited, headed by Hans Lodders; and UK Funfairs Limited, headed by William Stevens (The Stevens is the oldest European amusement park operator, and their family brand has become one of the top three entertainment brands around the world).

world Carnival brings to Asia the inter-active excitement of a traditional European funfair with a high energy, bright, loud, and colorful experience. The overall feeling is one of pure joy for both the young and the young at heart.

 

A typical World Carnival event requires the transport of 150 shipping containers and 60 roll-on-roll-off trailers.

Their famous product includes:

Super Ferris wheel

Speed roller coaster;

Super Nova;

Deluxe swing

Titan truck

 

Timeline:

First the Stevens created a UK-centric entertainment empire, in 1991,they started to explore the overseas market, and first came into eastern Europe, Southern Asia, Middle East, they held some big events in those area, for example Philippines’ carnival in 1997,then came to HK in 2000,2002,2003, Shanghais in 2003, Beijing in 2004,Seoul in 2005, Kuala Lumpur in 2006.

It is worth mention that when World Carnival came into Hong Kong in 2003, it aroused huge repercussions; it attracted 1900 thousand tourists in 58 days, and created more than 120 million HK incomes.

                                                                

THE MYSTERY OF THE ‘Carnival’

What makes it so famous and efficient?

As the world largest mobile entertainment & cultural event, the operating mode of World Carnival is totally different from the other famous theme park brands, (for example Disneyland and Universals studio). World Carnival creates a sustaining boom season by decreasing the fixed costs:

 

●They rent entertainment space from local government.(Virtual space, Avoid annual fixed site fee)

●They rent their facilities from world famous entertainment company.

(Virtual facilities, Avoid the cost of repairs and equipment maintenance.)

●Most of their stuff are volunteers or temporary (Virtual employee, Save the exes on formal employee wages)

●They are MOBILE! Never pay for the off-season (moving 4 times a year, every country around the world would be their entertainment space).

 

Endless entertainment:

They came to one country and stayed no more than 2 month, and then move to another country, thus if tourists missed the chance to join the event they would wait a long time till they come back to the same country again. World Carnival can always save the enthusiasm of the tourists and remain attractive to tourists.

 

Spread their brand by taking word of mouth marketing strategy and create sense of ‘fresh’ & ’hunger’, typically, almost 90% people who has been to the World Carnival will say they love the event, and then they will tell a friend. More and more people will flock into there, soon this phenomenon will arise the press’ attention. It is just like a circle, there will be a continually mutual stimulation between the public and the press, and finally it will create a climax on tourist’s amount as a result.

 

They find corporation with famous company, such as Coca-cola, KFC, and other brands. These brands will be the sponsor of each time event, and World Carnival always turns to the local government for help when they enter into a new city or country. Of course they advertise their event and brand in several ways. And they create big success in almost all the country around the world.