Disney threat sparks Ocean Park into action

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

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com