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.
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