Disney threat sparks Ocean Park into action

<p>Ocean Park, one of Asia's largest amusement parks, is seeking a </p><p>full-time PR agency for a planned repositioning before Disneyland opens </p><p>in Hong Kong in 2005. </p><p><BR><BR> </p><p>Five-year incumbent Burson-Marsteller resigned the account this </p><p>month. </p><p><BR><BR> </p><p>In the interim, Forrest International has been appointed for a series of </p><p>projects before the full-time account is expected to go to pitch in </p><p>June. </p><p><BR><BR> </p><p>Forrest International executive director Rosemary Sayer will lead the </p><p>account. </p><p><BR><BR> </p><p>She will provide strategic counsel to the in-house corporate </p><p>communications team, headed by manager Kris Chan. </p><p><BR><BR> </p><p>The three projects will unveil new plans for the 200-acre park as part </p><p>of an aggressive US$130 million repositioning and redevelopment </p><p>plan over the next five years. </p><p><BR><BR> </p><p>Ocean Park currently attracts three million visitors a year, a figure </p><p>which will be threatened by Disneyland. </p><p><BR><BR> </p><p>The appointment of a full-time consumer and corporate agency in June </p><p>will be part of the investment in a new marketing drive. </p><p><BR><BR> </p><p>Ocean Park chief executive Randolph Guthrie told Asian PR News: "We will </p><p>be more aggressive in sales and marketing and will be working towards </p><p>opening at night for the first time in our 23-year history." </p><p><BR><BR> </p><p>Huge media attention surrounded the bids made by Shanghai and Hong Kong </p><p>to woo Disney last year. </p><p><BR><BR> </p><p>Ocean Park will be differentiating itself by focusing on its commitments </p><p>to education and conservation. </p><p><BR><BR> </p><p>"Ocean Park has a great story to tell but it has never really been </p><p>told," said Ms Sayer. </p><p><BR><BR> </p><p>B-M resigned the account as part of a refocus on "high-growth" business, </p><p>according to B-M sources. </p><p><BR><BR> </p><p>For the full story, see the latest edition of Asian PR News, a sister </p><p>publication to MEDIA magazine. APRN is available only by paid </p><p>subscription. </p><p><BR><BR> </p><p>Contact Ms Iris Tang at Media & Marketing Ltd to sign up. Tel: (852) </p><p>2577 2628 or email subscrib@media.com.hk. </p><p><BR><BR> </p>