Redevelopment plans, which include the building of two hotels and upgrading shops and restaurants, are aligned with a Government proposal to extend the urban railway service near the park.
Glendy Chu, the park's public affairs manager, said redevelopment was still at a conceptual stage. The park's board and its consultants will only present their proposals to the Government later in the year. "Ocean Park has a very definite identity and complementary and supplementary differences linked with its aquarium, marine mammal attractions, education and conservation," Chu said. "These are likely to be central to its market positioning going forward."
Brand strategists support the park's focus on educational activities and special themed events. Colin Bates, founder and director of the Buildingbrands.com, said: "It certainly shows the benefits of competition. They are clearly rising to the challenge."
Lina Wong, managing partner at Bang, said Ocean Park - which is reviewing its creative and PR agency after incumbent Ogilvy & Mather resigned the business on the back of it winning the Disneyland account - needed to build its brand with focus and not attempt to be everything to everyone.
"Ocean Park does have its own competitive edge over Disneyland, even without the planned revamp," she said.
"There is the wildlife, conservation, the educational aspects of the product. It has a lot of brand equity behind it."
"In my opinion, it will be an uphill battle trying to compete head-on with Disneyland as a pure entertainment product."
