Individual Awards - Hong Kong Management Association

HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Silver Prize
“Aqua City - The re-birth of a miracle”
Ocean Park Corporation
For over 30 years, Ocean Park has been creating memorable entertaining and educational experiences for thousands of
visitors from all over the world. However, wear and tear have started to take their toll by taking away some of the park’s original
luster. A Master Redevelopment Plan was embarked to completely overhaul the park, extend its long-term competitiveness and
create a world-class theme park. The resulting flagship project was Aqua City.
The campaign aimed to significantly bolster the park as a world-class must-see attraction for locals and tourists, reverse the
declining local attendance, drive business from the fast growing FIT (Frequent Individual Traveller) segment and increase in-park
spending.
The following five key strategies were employed:
1. Developing a world-class product - Aqua City was an innovative product full of “first ever” features. Among them
was the awe-inspiring Grand Aquarium featuring the largest viewing dome in the world, a multi sensory Symbio show
shown on the world’s first 360-degree water screen and Hong Kong’s first and only fine dining destination in an
aquarium setting.
2. Positioning as the birth of a brand new Ocean Park - Every facet of the park has been rethought and redeveloped.
There was a new entrance, new parking, new shops, and new operating hours.
3. Re-creating the miracle through advertising and promotion - The advertising campaign dramatized an underwater
journey that took people into the depths of the ocean where they would interact with the fascinating underwater
creatures. TV, Outdoor, Print and Online campaigns were launched in Hong Kong and China, together with the strategic
use of PR.
4. Increase in-park spending while maintaining a value for money admission ticket price - Maintaining a value
for money pricing strategy in order to fulfill its mission of connecting people with the wonders of nature.
5. Distribution strategy focused on increasing accessibility and ease of ticket purchase - More ticketing booths
to cater for the anticipated increased visitor. Three representative offices were set up in China to work closely with local
travel agents.
The campaign was a resounding success, marking yet another historic milestone for Ocean Park. Initial results far exceeded
any and all expectations. It brought six consecutive record-breaking months and the overall attendance has grown by a
spectacular 27% compared to same period last year. Local attendance grew by 35% while SmartFun annual pass member
soared by 36%. The advertising campaign also had excellent feedback. After seeing the TV commercial, 88% and 99%
people, in Hong Kong and China respectively, indicated a strong intention to visit.
Ocean Park is very proud with this totally self-financing project that demonstrates the Hong Kong spirit. It has further
strengthened Hong Kong’s appeal and attractiveness to tourists, and unveiled a new chapter in marine education and
conservation.
Comments from the Judges
This was commended as an all-rounded and effective campaign which has successfully strengthened Ocean Park’s position
as a must visit destination for visitors from all over the world and re-captured the hearts of local customers.
Under stiff competition, piecemeal attractions no longer satisfy customers’ expectation. The management of Ocean Park was
forward looking and successfully turned the issues into opportunities. With thorough market analysis, Ocean Park clearly
identified the increasingly sophisticated customer needs and recognized its own strengths and weaknesses. A comprehensive
redevelopment plan was thus developed to differentiate Ocean Park as an “ocean park from seafloor to seashore” and to
position itself as a regional leader of themed recreational and educational park. The advertising campaign was thoughtfully
designed to dramatize its unique miraculous undersea adventure and deliver the park’s message in connecting people with
nature through entertainment, education and conservation.
Apart from record-breaking attendance and significant growth of in-park spending, Ocean Park, as a homegrown theme park,
was commended for offering a series of Corporate Social Responsibility initiatives for the underprivileged groups in Hong
Kong which was definitely a solid contribution to the society. Overall, it was an excellent showcase of turning business
threats into opportunities.
Parties to be Recognized for Contributing to the Success of the Programme
1. MediaCom Limited
2. Metta Communications Limited
3. Weber Shandwick
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