Jul03MarketingPlus

Ocean Park, originally built in 1977 as an oceanarium in Hong Kong, recently faced an image problem brought on by age and a downturn in the regional economy. As it moved toward its twenty-fifth year, it was often described as a “been there, done that” sort of playground. There seemed to be fewer reasons to visit Ocean Park, which covers more than 2.6 million square feet on a peninsula divided by a lowland and headland area connected by a cable car. It was clear that improving the image and public perception of the park was vital to revive the attendance numbers.

After several in-depth reviews of the situation, the management team focused on several ideas that could bring quick returns and steady future improvements. A thorough review of visitor demographics indicated 35 percent were families with young children and another 35 percent were teenagers. With families and children being such a large market segment, it was obvious that they had to be addressed more thoroughly.

One idea was a new icon, a new brand, and a new representative that would welcome guests to the park and be a face with a perennial smile. The park’s logo and icon since its opening in 1977 had been a seahorse. Unfortunately, the seahorse was seldom seen and difficult for the market to associate with the park. Worse, there were no live seahorses in the park. It seemed logical and timely for the seahorse to be retired and replaced by an icon that would be warmer, more welcoming, and easily recognizable, and that would project happiness for patrons.

A review was conducted of all the animals available at Ocean Park to search for a new icon. The sea lion got the nod from virtually everyone involved in the search. It always has a smile on its face, it is always waving a warm welcome with its flippers, and young audiences can easily identify it. Additionally, there were 16 California sea lions at Ocean Park.

Whiskers, the new mascot, arrived in December 2000 and, after undergoing guest and sales training, was introduced to the park on December 9, 2000. Within six months, Whiskers was exposed in all the media—television and print—in Hong Kong and was an instant hit with the local community. His never-ending smile and welcoming flipper wave were fresh and innovative. In a short period of time, Whiskers represented the new Ocean Park and a new direction for the 25-year-old facility.

Whiskers was everywhere physically and in print on all park marketing materials. Soon after his introduction to the park and to Hong Kong, Whiskers became a household name, particularly with children and families. The sea lion began greeting, posing for pictures, and creating another reason to visit.

Introducing Whiskers was also a major PR opportunity. He was promoted constantly and participated in all PR events, press conferences, and announcements of new attractions. Whiskers was the highlight everywhere and immediately became a photogenic prize for Ocean Park. Whiskers even joined the sales team at international trade shows in Guangzhou, Shanghai, and Singapore.

Starring in several local road shows throughout the year, Whiskers brought Ocean Park to the public in Hong Kong. Public appearances at popular shopping malls and train stations during the year had Whiskers performing to standing-room-only crowds. They provided excellent entertainment and, above all, exposure to those who had not been to the park for some time. After only two years, Whiskers is a household name representing Ocean Park and its mission to provide fun, entertainment, education, and conservation.

Fiscal year 2000-2001 was difficult, with Ocean Park recording a deficit of HK$80 million. After the introduction of Whiskers and the marketing/PR opportunity he represented, Ocean Park experienced an attendance growth of 23 percent in fiscal year 2001-2002 and a modest surplus of HK$15. Whiskers is a success story that will continue to grow. While he was not the only reason for the return to profitability, Whiskers certainly played a major role in the process.