On Tuesday, Universal Beijing Resort and Yum China Holdings, Inc.
The partnership will see both companies working together to launch a series of online and offline marketing initiatives, leveraging the brands and IPs of the Universal Beijing resort, to provide opportunities for the theme park's guests, movie fans, and Yum China's Chinese customers.
At the same time, this partnership will also include a series of cross-promotional marketing activities across China along with a fresh KPRO restaurant at the Universal CityWalk Beijing retail, dining and entertainment complex.
Yum China's special promotions will be conducted across its over 8,000 stores throughout China, spanning its KFC, Pizza Hut, and Taco Bell brands and will be geared towards Yum China's 230 million digital members.
"Joint membership activities held by both corporations will offer consumers added convenience and plenty of fun and exciting experiences, such as exploring the opportunity of enabling Yum China's digital members to purchase resort tickets through our digital platforms. The powerful membership systems of both parties offer a solid foundation to explore more opportunities for future cooperation," said Johnson Huang, general manager of KFC China.
The strategic partnership will bring together Universal Beijing Resort, a widely anticipated theme park destination scheduled to open in 2021, and Yum China, the largest restaurant company in China in terms of restaurant numbers and revenue.
Backed by solid expansion strategies and robust brand image, shares of Yum have already surged 38.6% compared with the industry's growth of 19.2%.
Universal Beijing Resort is a widely anticipated theme park destination that will feature the Universal Studios Beijing theme park, the Universal CityWalk Beijing retail, dining and entertainment complex and two hotels. The hotels include the Universal Studios Grand Hotel, the first-ever Universal-themed resort hotel, and the first NUO-branded resort hotel from Beijing Tourism Group.
The Universal Studios Beijing theme park will also feature seven highly themed and immersive lands that include several all-new attractions along with the selected Universal rides, shows and attractions from around the world - plus specially created experiences designed to reflect China's cultural heritage.
