Ocean Park: Advertising Campaign launching the Amazing Asian Animals (Media Planning Assignment)
Rodelio Flores ConcepcionMedia Planning Individual AssignmentOcean Park: Advertising Campaign launching the Amazing Asian AnimalsMedia ExecutionOcean Park has launched the latest addition to its roster of leisure facilities calledAmazing Asian Animals. It is a themed area that displays some of Asia’s rarestanimals, like the giant pandas, red pandas, Chinese giant salamanders, Chinesealligators, goldfish displays, birds and otters.Ocean Park released its advertising push to promote the launch of its newestattraction, which includes a 30-second and 20-second television commercial thatfeatures these rare Asian animals singing an upbeat Cantopop song by the ChopstickSisters in the 60’s. TV spots on TVB Jade and Pearl were bought to show this newtelevision commercial.The launch also includes:-Print advertisements – double page spread ads published in magazines and full-page ads in newspapers from Apple Daily, Oriental Daily News, and Metro1-MTR ads - huge, attention, getting and cute peripherals on MTR stations (ex. TaikooStation)-Bus ads (bus shelters and in-bus TV’s)Aside from advertisements, marketing promotion campaigns jointly offered withMaxim’s MX, Columbia Sportswear Co. Ltd. Pricerite and Johnson & Johnson furtherpushes the launch’s promotion.It also employed doing road shows and displays before the launch. A maze withanimal displays were set up in Ocean Terminal Forecourt where guests can takephotos and join maze games to win some prizes. Aside from this, a road show wasorganized where mascots meet and greet guests at KidX Lobby of Harbour City withperformance shows.2Media Brief1http://marketing-interactive.com/news/124052http://www2.oceanpark.com.hk/aaa/html/en/promotion.html
I. Date – launching of the TVC on April 23, whole campaign to last for 7weeksII. Brand Team Members – brand manager, marketing director/ manager;account manager and creative team from advertising agency and mediaagencyIII. Brand – Ocean Park (Amazing Asian Animals)IV. Segment – Themed ParksV. Brand positioning – to position Ocean Park as a premiere touristattraction offering unique and distinct recreational and educationaltheme park experience- Positioned towards mass consumers / guestsVI. Brand VisionShort-term – to increase public awareness of the new addition ofattractions in the themed park- To increase number of visits of the park for 2009Long-term – to differentiate Ocean Park from its competitors whileincreasing the economic viability of its operations- To continue Ocean Park as an educational facility that is updated,maintaining and appealing to the increasingly sophisticated visitorand resident marketsVII. Marketplace AssessmentA. Competitive OverviewMajor competitor – Hong Kong DisneylandWhile there are other parks and tourist spots in Hong Kong, the theme parksegment has been majorly dominated by Ocean Park and Disneyland.Disneyland’s entry into the market poised a threat in Ocean Park’s businessperformance. Going against a global competition is a huge task for OceanPark, wherein its ticket sales were dropping prior to the entry of thecompetition. However, with its careful planning and adherence to its uniqueofferings, Ocean Park was able to set a record of 4.38 million visitors in2006.3Ocean Park also ranked 16th in the TEA/ERA Theme Park AttendanceReport 2007 with approximately 4.9 million visitors, higher than Hong Kong3http://www.forbes.com/2007/02/13/zeman-ocean-park-face-cx_vk_0213autofacescan01.html
Disneyland at 21st place with 4.1 million visitors.4In December 2007, the Disney Park admitted that the park had only attracted4 million visitors in the year 2006-2007, which had fallen 23 percent whencompared to the first year attendance.5Ocean Park has shifted most of its marketing to local and Mainland Chinesevisitors, thus increasing more visitors by tapping the new and vibrantmainland market.VIII. Business and Marketing Communication Objectives1. To increase ticket sales by inviting old visitors to come back to thePark to see the new attraction2. To reinforce Ocean Park as an established educational facility forenvironmental and animal preservation and appreciation.3. To strengthen Ocean Park’s unique real-world and environmentalofferings in contrast with the fantasy theme of its competitor.IX. Performance Benchmark1. Increase ticket sales by 10%2. Establish 60% awareness of the launch of a new facility3. To reinforce 60% agreement from the target audience that OceanPark is unique with it being reality-based and environmental.X. Target Audience and ProfileConsumer and Purchaser target1. Core Target: Young, small families consist of the following:Parents – male and female, around 35 – 45 years old; start-up ornewly formed families; either or both are income earnersKids – around 3 – 10 years old; dependent on parents’ purchasingdecisions- These families are looking for quality time together duringweekends, holidays and non-working days2. Teenagers aged 14 – 18; going with peer groups4TEA/ERA Theme Park Attendance Report 2007 - Top 10 Amusement/Theme ParkAttraction Chains - World (2007), Park World. Retrieved on 25 March 2008.5"Disney profit down after 2006 sale gains", AP via Yahoo News, February 6, 2008.
- Seek places where to spend time with friends and peers3. Adult animal enthusiastsXI. Consumer BehaviorFamilies go to Ocean Park during their free time from work or school.Parents bring their children to Ocean Park during weekends and non-working (and schooling) holidays. There are some occasions when goingto Ocean Park happens when there is a special family occasion (e.g.birthday of the child).Peak season would always be the long holiday weekends (Chinese NewYear, Christmas, Labor Day week). During summer vacations, studentsare most likely to visit the theme park to spend a day of their vacationtrying some rides and entertainment facilities of the themed park.XII. Campaign timing – the campaign has started in April 23 and will run for 7weeksXIII. Geographic PrioritiesSince the target audiences are in Hong Kong, all marketing andadvertising push will be within Hong Kong vicinity. Preference will beareas near large residential areas like Quarry Bay/ Taikoo (EasternDistrict), Kwun Tong, Sha Tin6, as well as high traffic areas like Central,Tsim Tsa Tsui and Wan Chai.Bus ads will be inTVC will help reach out to the majority of the population.XIV. Creative ConsiderationAdvertisement should be cute, fun and colorful to attract the young andhip crowds. Employment of an old element reinvented into somethingcontemporary is also appealing in delivering the message to target otherspectrum of the target segment.Utilization of mass media through high-impact advertising is key in orderto generate noise and blitz.Advertisements should be a standout and easily noticeable to attractmore eyeballs.XV. Other planned marketing activities or initiativesPromotions in collaboration/partnership with other brands used by thetarget market6http://www.citypopulation.de/Hongkong.html
XVI. Media Budget – estimated onlyTV commercials – 2,000,000 HKDMTR advertisements – 150,000 HKDPrint advertisements – 500,000 HKDBus advertisements – 300,000 HKDPromotions – 100,000 HKDRoadshows – 200,000 HKDDisplays – 200,000 HKDXVII. Response Date - n/aXVIII. Other Relevant Information – n/aAnalysis of the media strategyHong Kong is a melting point of tourists and visitors. It is also a melting pot of expatsand foreigners who eventually choose Hong Kong as their home.Nostalgia gives connection and affinity to a product for adults who were taken toreminisce their youth. For young people and kids, something cute and unique drivestheir attention.Playing with these concepts and insights, the development of Amazing AsianAnimals as Hong Kong visitors who will eventually stay for good is best executed inTVC’s, print and outdoor advertisements. The launch of the added attraction ofOcean Park is effective with its utilization of traditional mass media in a sense thatthe wide reach of media was able to extend to its target segments that much.I. TV CommercialThe utilization of the television commercial as the primary contact point inlaunching the advertising campaign, though still a traditional way of doingadvertising, is the best way to create noise with the consumers because of itswide reach. With the leading viewership of TVB Jade, the television commercialis assured of widest reach in terms of TV audiences. However, this still dependson which programs these television commercials are shown. As Ocean Park is amass product, it is but wise enough to show the tvc around 21:35 to 22:35 atweekdays. This timeslot is when TVB Jade has the most audience rate.7Consideration of placing the tvc on children’s programs will also be helpful toattract kids.7http://en.wikipedia.org/wiki/TVB_Jade
According to the Synovate Young Asians Survey of 2007, TV still remains as oneof the key media used by Hong Kong people aged 8 – 24.8This is also the sameresults given by Synovate Media Atlas Hong Kong. With people aged 15-64 thatwas surveyed, TV still emerged as the most utilized media in Hong Kong. Withthe aim of the advertising campaign to create noise, mass media (especiallytelevision) are still the best ground to create impact on the target market.The hip and cute presentation of the tvc with nostalgic elements alsoencompasses the wide generation gap of its core target market (parents andtheir kids). For parents, the use of an old song by the Chopsticks Sisters givesthem a nostalgic and reminiscing feel (they could have been kids singing to thissong during the 60’s). For kids, seeing the cute mascots and hearing the upbeatsong make them enticed to go to see the Amazing Animals.II. Out-of-home advertisements (MTR, bus and outdoor ads)Aside from this, given the high mobility of the target segments (most of them aregoing to work or to school), outdoor collaterals and advertisements help toreinforce the message of the campaign. Most of the parents leave the houseeveryday to go to work, as well as their kids go to school daily, and havingadvertisements on MTR stations and buses provide good out-of-home contactpoints. These segments are highly mobile, outdoor advertisements are effectivetools in increasing awareness about the launch of Amazing Animals.Also, the execution is satisfying in a sense that with the advertisement clutter theoutdoor environment has, the out-of-home ads of Ocean Park is still eye-catchingand outstanding for its target.The locations of these MTR ads are also strategic. For example in the Taikoostation, since it is one of the big residential areas of Hong Kong, these adsgenerate more eyeballs from its target segment.Bus advertisements are also essential as this is the widest mode oftransportation network available in the territory.III. Print advertisementsThe use of double page spread ads on major dailies always signify a significantevent or promotion from the advertiser, and the employment of such mediadenotes the significance of this new attraction of Ocean Park to the communityand to its target.Choosing newspapers that get the highest readership (Oriental Daily News,Apple Daily and Metro) is also effective in coming the message across massmarket.This will be more effective if the days and frequency of the ads are carefully8Synovate Young Asians Survey 2007, published by Synovate.
planned (ex. every Friday as target market might already be planning where tospend the weekend)IV. PromotionsPartnerships with Maxim’s MX, Columbia Sportswear, Johnson & Johnson, andPricerite for discount tickets and raffles are effective ways to cross-target theconsumers who are also patronizing these products. These products are thesame products that Ocean Park taps for their campaign. These partners arecarefully selected to tap the family decision makers (parents, e.g. fathers forColumbia Sportswear, mothers for Price Rite) to entice them to go to Ocean Parkwith the discounts they get after purchasing any of these partner products.V. Road shows and DisplaysThis is far to be the non-traditional media employed in the campaign.Deployment of these media is strategically used before the launch as the displays(maze with animal displays) as well as the meet and greet and photoopportunities set a preparation and preliminary mood for the audience toanticipate such launch. These were set up in Harbour City and Ocean Terminal,however if these were also extended in other locations or malls, the impact couldhave been grander.All in all, while the campaign is still on-going, the media and creative strategyemployed has satisfactorily achieved its goal in terms of reach and wideningawareness. Mass media’s powerful reach was able to deliver Ocean Park’s messagethat they have something new and distinct to offer. However the execution couldhave been more enticing if there are more creative ways employed to make themedium as a message, like a 24-hour monitor window (video streaming) of theseanimals on the internet. Speaking of the internet, this could have also been utilizedas a powerful tool as Hong Kong has been predominantly online in the past years.This could have contributed in terms of reach and engagement to the environmentalcause of the theme park.A PR campaign focusing on environmental awareness and love for endangeredanimals (in relation to the launch of Amazing Asian Animals) is also highlyrecommended as this will foster in building the brand image of Ocean Park as apioneer educational facility in Hong Kong.In order to measure how effective the media campaign is, some measures aresuggested as per below:- Ratings and audience share of television shows where the TVC wasshown- The circulation of the newspaper issues where the print ads wereshown- MTR foot traffic (inside the station) during the duration of the
campaign, if available from MTR.- The total number of ticket sales comparing before the launch and afterthe launch- Counting the total daily foot traffic trend to the Amazing AsianAnimals section starting from the launch- Total number of visitors who availed of the discounts offered duringthe promotions with partner products- Conducting a survey of visitors determining the location where theycome from (in order to measure how effective the outdoor advertisinglocations are)- Conducting surveys and phone interviews asking respondents howand where they got to know about the launch and if they were enticedto go to Ocean Park