1. Rodelio Flores Concepcion
Media Planning Individual Assignment
Ocean Park: Advertising Campaign launching the Amazing Asian Animals
Media Execution
Ocean Park has launched the latest addition to its roster of leisure facilities called
Amazing Asian Animals. It is a themed area that displays some of Asia’s rarest
animals, like the giant pandas, red pandas, Chinese giant salamanders, Chinese
alligators, goldfish displays, birds and otters.
Ocean Park released its advertising push to promote the launch of its newest
attraction, which includes a 30-second and 20-second television commercial that
features these rare Asian animals singing an upbeat Cantopop song by the Chopstick
Sisters in the 60’s. TV spots on TVB Jade and Pearl were bought to show this new
television 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. Taikoo
Station)
-Bus ads (bus shelters and in-bus TV’s)
Aside from advertisements, marketing promotion campaigns jointly offered with
Maxim’s MX, Columbia Sportswear Co. Ltd. Pricerite and Johnson & Johnson further
pushes the launch’s promotion.
It also employed doing road shows and displays before the launch. A maze with
animal displays were set up in Ocean Terminal Forecourt where guests can take
photos and join maze games to win some prizes. Aside from this, a road show was
organized where mascots meet and greet guests at KidX Lobby of Harbour City with
performance shows.2
Media Brief
1
http://marketing-interactive.com/news/12405
2
http://www2.oceanpark.com.hk/aaa/html/en/promotion.html

2. I. Date – launching of the TVC on April 23, whole campaign to last for 7
weeks
II. Brand Team Members – brand manager, marketing director/ manager;
account manager and creative team from advertising agency and media
agency
III. Brand – Ocean Park (Amazing Asian Animals)
IV. Segment – Themed Parks
V. Brand positioning – to position Ocean Park as a premiere tourist
attraction offering unique and distinct recreational and educational
theme park experience
- Positioned towards mass consumers / guests
VI. Brand Vision
Short-term – to increase public awareness of the new addition of
attractions in the themed park
- To increase number of visits of the park for 2009
Long-term – to differentiate Ocean Park from its competitors while
increasing the economic viability of its operations
- To continue Ocean Park as an educational facility that is updated,
maintaining and appealing to the increasingly sophisticated visitor
and resident markets
VII. Marketplace Assessment
A. Competitive Overview
Major competitor – Hong Kong Disneyland
While there are other parks and tourist spots in Hong Kong, the theme park
segment has been majorly dominated by Ocean Park and Disneyland.
Disneyland’s entry into the market poised a threat in Ocean Park’s business
performance. Going against a global competition is a huge task for Ocean
Park, wherein its ticket sales were dropping prior to the entry of the
competition. However, with its careful planning and adherence to its unique
offerings, Ocean Park was able to set a record of 4.38 million visitors in
2006.3
Ocean Park also ranked 16th in the TEA/ERA Theme Park Attendance
Report 2007 with approximately 4.9 million visitors, higher than Hong Kong
3
http://www.forbes.com/2007/02/13/zeman-ocean-park-face-
cx_vk_0213autofacescan01.html

3. Disneyland at 21st place with 4.1 million visitors.4
In December 2007, the Disney Park admitted that the park had only attracted
4 million visitors in the year 2006-2007, which had fallen 23 percent when
compared to the first year attendance.5
Ocean Park has shifted most of its marketing to local and Mainland Chinese
visitors, thus increasing more visitors by tapping the new and vibrant
mainland market.
VIII. Business and Marketing Communication Objectives
1. To increase ticket sales by inviting old visitors to come back to the
Park to see the new attraction
2. To reinforce Ocean Park as an established educational facility for
environmental and animal preservation and appreciation.
3. To strengthen Ocean Park’s unique real-world and environmental
offerings in contrast with the fantasy theme of its competitor.
IX. Performance Benchmark
1. Increase ticket sales by 10%
2. Establish 60% awareness of the launch of a new facility
3. To reinforce 60% agreement from the target audience that Ocean
Park is unique with it being reality-based and environmental.
X. Target Audience and Profile
Consumer and Purchaser target
1. Core Target: Young, small families consist of the following:
Parents – male and female, around 35 – 45 years old; start-up or
newly formed families; either or both are income earners
Kids – around 3 – 10 years old; dependent on parents’ purchasing
decisions
- These families are looking for quality time together during
weekends, holidays and non-working days
2. Teenagers aged 14 – 18; going with peer groups
4
TEA/ERA Theme Park Attendance Report 2007 - Top 10 Amusement/Theme Park
Attraction 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.

4. - Seek places where to spend time with friends and peers
3. Adult animal enthusiasts
XI. Consumer Behavior
Families 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 going
to 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 New
Year, Christmas, Labor Day week). During summer vacations, students
are most likely to visit the theme park to spend a day of their vacation
trying some rides and entertainment facilities of the themed park.
XII. Campaign timing – the campaign has started in April 23 and will run for 7
weeks
XIII. Geographic Priorities
Since the target audiences are in Hong Kong, all marketing and
advertising push will be within Hong Kong vicinity. Preference will be
areas near large residential areas like Quarry Bay/ Taikoo (Eastern
District), Kwun Tong, Sha Tin6
, as well as high traffic areas like Central,
Tsim Tsa Tsui and Wan Chai.
Bus ads will be in
TVC will help reach out to the majority of the population.
XIV. Creative Consideration
Advertisement should be cute, fun and colorful to attract the young and
hip crowds. Employment of an old element reinvented into something
contemporary is also appealing in delivering the message to target other
spectrum of the target segment.
Utilization of mass media through high-impact advertising is key in order
to generate noise and blitz.
Advertisements should be a standout and easily noticeable to attract
more eyeballs.
XV. Other planned marketing activities or initiatives
Promotions in collaboration/partnership with other brands used by the
target market
6
http://www.citypopulation.de/Hongkong.html

5. XVI. Media Budget – estimated only
TV commercials – 2,000,000 HKD
MTR advertisements – 150,000 HKD
Print advertisements – 500,000 HKD
Bus advertisements – 300,000 HKD
Promotions – 100,000 HKD
Roadshows – 200,000 HKD
Displays – 200,000 HKD
XVII. Response Date - n/a
XVIII. Other Relevant Information – n/a
Analysis of the media strategy
Hong Kong is a melting point of tourists and visitors. It is also a melting pot of expats
and foreigners who eventually choose Hong Kong as their home.
Nostalgia gives connection and affinity to a product for adults who were taken to
reminisce their youth. For young people and kids, something cute and unique drives
their attention.
Playing with these concepts and insights, the development of Amazing Asian
Animals as Hong Kong visitors who will eventually stay for good is best executed in
TVC’s, print and outdoor advertisements. The launch of the added attraction of
Ocean Park is effective with its utilization of traditional mass media in a sense that
the wide reach of media was able to extend to its target segments that much.
I. TV Commercial
The utilization of the television commercial as the primary contact point in
launching the advertising campaign, though still a traditional way of doing
advertising, is the best way to create noise with the consumers because of its
wide reach. With the leading viewership of TVB Jade, the television commercial
is assured of widest reach in terms of TV audiences. However, this still depends
on which programs these television commercials are shown. As Ocean Park is a
mass product, it is but wise enough to show the tvc around 21:35 to 22:35 at
weekdays. This timeslot is when TVB Jade has the most audience rate.7
Consideration of placing the tvc on children’s programs will also be helpful to
attract kids.
7
http://en.wikipedia.org/wiki/TVB_Jade

6. According to the Synovate Young Asians Survey of 2007, TV still remains as one
of the key media used by Hong Kong people aged 8 – 24.8
This is also the same
results given by Synovate Media Atlas Hong Kong. With people aged 15-64 that
was surveyed, TV still emerged as the most utilized media in Hong Kong. With
the aim of the advertising campaign to create noise, mass media (especially
television) are still the best ground to create impact on the target market.
The hip and cute presentation of the tvc with nostalgic elements also
encompasses the wide generation gap of its core target market (parents and
their kids). For parents, the use of an old song by the Chopsticks Sisters gives
them a nostalgic and reminiscing feel (they could have been kids singing to this
song during the 60’s). For kids, seeing the cute mascots and hearing the upbeat
song 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 are
going to work or to school), outdoor collaterals and advertisements help to
reinforce the message of the campaign. Most of the parents leave the house
everyday to go to work, as well as their kids go to school daily, and having
advertisements on MTR stations and buses provide good out-of-home contact
points. These segments are highly mobile, outdoor advertisements are effective
tools in increasing awareness about the launch of Amazing Animals.
Also, the execution is satisfying in a sense that with the advertisement clutter the
outdoor environment has, the out-of-home ads of Ocean Park is still eye-catching
and outstanding for its target.
The locations of these MTR ads are also strategic. For example in the Taikoo
station, since it is one of the big residential areas of Hong Kong, these ads
generate more eyeballs from its target segment.
Bus advertisements are also essential as this is the widest mode of
transportation network available in the territory.
III. Print advertisements
The use of double page spread ads on major dailies always signify a significant
event or promotion from the advertiser, and the employment of such media
denotes the significance of this new attraction of Ocean Park to the community
and 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 mass
market.
This will be more effective if the days and frequency of the ads are carefully
8
Synovate Young Asians Survey 2007, published by Synovate.

7. planned (ex. every Friday as target market might already be planning where to
spend the weekend)
IV. Promotions
Partnerships with Maxim’s MX, Columbia Sportswear, Johnson & Johnson, and
Pricerite for discount tickets and raffles are effective ways to cross-target the
consumers who are also patronizing these products. These products are the
same products that Ocean Park taps for their campaign. These partners are
carefully selected to tap the family decision makers (parents, e.g. fathers for
Columbia Sportswear, mothers for Price Rite) to entice them to go to Ocean Park
with the discounts they get after purchasing any of these partner products.
V. Road shows and Displays
This 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 photo
opportunities set a preparation and preliminary mood for the audience to
anticipate 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 could
have been grander.
All in all, while the campaign is still on-going, the media and creative strategy
employed has satisfactorily achieved its goal in terms of reach and widening
awareness. Mass media’s powerful reach was able to deliver Ocean Park’s message
that they have something new and distinct to offer. However the execution could
have been more enticing if there are more creative ways employed to make the
medium as a message, like a 24-hour monitor window (video streaming) of these
animals on the internet. Speaking of the internet, this could have also been utilized
as 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 environmental
cause of the theme park.
A PR campaign focusing on environmental awareness and love for endangered
animals (in relation to the launch of Amazing Asian Animals) is also highly
recommended as this will foster in building the brand image of Ocean Park as a
pioneer educational facility in Hong Kong.
In order to measure how effective the media campaign is, some measures are
suggested as per below:
- Ratings and audience share of television shows where the TVC was
shown
- The circulation of the newspaper issues where the print ads were
shown
- MTR foot traffic (inside the station) during the duration of the

8. campaign, if available from MTR.
- The total number of ticket sales comparing before the launch and after
the launch
- Counting the total daily foot traffic trend to the Amazing Asian
Animals section starting from the launch
- Total number of visitors who availed of the discounts offered during
the promotions with partner products
- Conducting a survey of visitors determining the location where they
come from (in order to measure how effective the outdoor advertising
locations are)
- Conducting surveys and phone interviews asking respondents how
and where they got to know about the launch and if they were enticed
to go to Ocean Park