Fun, Quality, Honesty, Integrity, Teamwork, Education, Uniqueness, Compassion, Safety, Enthusiasm.

Transcription

1 MARKETING STRATEGIES OF SEA WORLD Each week, we receive many requests regarding the marketing strategies of Sea World. Unfortunately, these strategies are often commercially sensitive and are, therefore, not available to the general public. This also applies to information regarding attendances and visitor demographics. We help where we can, with the information available on our web site, but as you can understand it is not always possible to release certain information. The information contained below is the only information we are able to release to the general public. MISSION STATEMENT: To bring people together of all ages, cultures and backgrounds to enjoy the highest international theme park standards of quality, fun and entertainment. CORE VALUES Fun, Quality, Honesty, Integrity, Teamwork, Education, Uniqueness, Compassion, Safety, Enthusiasm. Following its origins as one of the Gold Coast's pioneering tourist attractions, Sea World has developed into Australia's leading marine park with a truly international standing. Our visitors come from all over Australia and the world. As with all theme parks in our region, we rely on both domestic and international visitors. Within Australia, we attract visitors from all states and territories. The key markets are Queensland, New South Wales and Victoria. The percentage of International visitors fluctuates from month to month and is dependent on holiday seasons, travel trends and world economies. Sea World, Warner Bros. Movie World and Wet'n'Wild Water World share common ownership and much of the parks marketing is undertaken on a group basis. The parks are marketed by a team of approximately 40 staff, based at Sea World, Warner Bros. Movie World and Wet n Wild Water World. The Warner Village Theme Park Marketing Strategy combines advertising, publicity, promotions, corporate partner activity and direct sales to increase awareness about Warner Village Theme Parks and promote the parks unique entertainment experiences. Our marketing approach has long recognised that the success of the Gold Coast and the Theme Parks is inextricably linked. Hence, we work co-operatively with many industry organisations and operators to help promote the region. We undertake co-operative marketing with Tourism Queensland, Gold Coast Tourism and The Australian Tourist Commission along with local accommodation houses and tour operators. Advertising mediums used to reach our target markets include television, video, cinema, radio, print, collateral and brochures, billboards and the Internet. Much of the focus of our advertising is targeted towards families, but we pride ourselves on having a broad appeal, incorporating modern themes, music and vision into our advertising. This can be seen in our latest television commercials that are available for viewing on-line. An extensive sales, publicity and promotions program, in both the domestic and international markets complements this activity. Not only do we target consumers, but much of our effort is also directed towards ensuring that the travel industry is kept up-to-date with new promotions and attractions, so that they are able to pass on this information to consumers purchasing our theme park tickets. A

2 number of techniques are employed to do this including sales calls, newsletters, incentives and in-park familiarisations. Our Publicity and Promotions team liaise with media encouraging extensive positive coverage within the domestic and international markets. The parks? host many television crews including news, lifestyle and entertainment programs and organise promotions with key domestic and international media and also Corporate Partners. Our web sites are an integral component of our Marketing strategy, reinforcing the brand of each individual park and complementing our offline marketing goals and objectives. Other components of our Marketing Program are the successful relationships with our Corporate Partners. Warner Village Theme Parks are proud to be associated with a range of Corporate Partners, including Coca-Cola and Streets, with whom we undertake mutually beneficial marketing and promotional activities. The marketing direction is kept current with the assistance of in-park research via the collection of information from surveys we distribute to our visitors. This helps us to find out exactly how our visitors enjoyed their day and what they would like to see included in the park in the future. We also rely on industry data collected by leading research companies, to assist us in future planning. Sea World offers extensive programs examining all aspects of marketing and tourism through education programs for school excursions. Marketing and Tourism FAQ's How does Sea World benefit the community? Since its inception, Sea World has been a major catalyst in drawing millions of people to Queensland and Australia via active participation in promoting the Gold Coast as a tourist destination. Exit surveys reveal that 50% of visitors come to the Gold Coast because of the theme parks. Sea World attracts in excess of one million visitors annually and provides jobs for up to 650 employees. The educational opportunities at Sea World are limitless. Over 28,000 students visited the park in 2001 for excursions covering subject areas such as physics, marine studies and tourism. We also offer adult education courses and are actively involved in environmental education committees. Sea World is a strong supporter of charity organisations and community services. In 1992, Sea World won the Variety Award for service to children of special populations and more recently have been involved in community drought relief programs. Through their community service, Sea World's environmental experts have given the Gold Coast a high profile in the field of conservation, especially in the rescue and rehabilitation of stranded animals. Sea World as an industry contributes greatly to the infrastructure of the Gold Coast society. Many small businesses and industries rely heavily on the business generated through their association with Sea World eg. printing, sign making, fish supplies, food and retail supplies. What are some of the environmental features that have played a role in Sea World s success? Location, access to the Broadwater, Gold Coast beaches and weather. How much land is Sea World situated on?

3 64 hectares Why was this location chosen? The location is centrally positioned between Surfers Paradise and Southport, directly on the Gold Coast Broadwater and beside the ocean at Main Beach. This location immediately associates Sea World with our marine theme. It provides easy access to all utilities such as transport, power, water and sewerage. The site is easily accessible to the major Gold Coast accommodation houses, is within easy driving distance and is on the local bus routes. By public or private transport it is quick and easy to get to Sea World. Close proximity to the Broadwater makes replenishing animal pools cost and time effective. As we have always been on call to assist marine animals, the Broadwater also provides easy access to the ocean and reduces the time taken to transport stranded or sick animals back to Sea World. When the land was leased from the Government for a period of 99 years (with approximately 70 years remaining), it was not considered prime real estate. Originally the site and the Spit were sand dunes with very little vegetation. It was the increase in traffic to the area which created the need to rejuvenate the vegetation to preserve the sand dunes and build rock walls and roads. What is Sea World s future direction? Sea World's future direction is to focus on sea themed attractions, animal interactions, and exhibits; whilst always considering our mission statement and core values. MISSION STATEMENT To bring people together of all ages, cultures and backgrounds to enjoy the highest international theme park standards of quality, fun and entertainment CORE VALUES Fun, Quality, Honesty, Integrity, Teamwork, Education, Uniqueness, Compassion, Safety, Enthusiasm. What types of guests visit Sea World? Our visitors come from all over Australia and the world. As with all theme parks in our region, we rely on both domestic and international visitors. Within Australia, we attract visitors from all states and territories. The key markets are families from Queensland, New South Wales and Victoria. The percentage of International visitors fluctuates from month to month and is dependent on holiday seasons, travel trends and world economies. What expectations do guests have when visiting Sea World? A fun educational experience with a focus on marine and environmental awareness, value for money, friendly and helpful staff, clean, fast and friendly service. The marketing direction is kept current with the assistance of in-park research via the collection of information from surveys we distribute to our visitors. This helps us to find out

4 exactly how our visitors enjoyed their day and what they would like to see included in the park in the future. We also rely on industry data collected by leading research companies, to assist us in future planning. How does Sea World maintain a high level of guest satisfaction? Sea World is also a recognised training facility, along with Warner Bros. Movie World and Wet'n'Wild Water World, and together they conduct training for staff throughout the year. Training is scheduled for all supervisors and trainers to attend workshops, which will broaden their views and allow discussion on areas where more assistance is required. Other workshops conducted for staff are to assist them in dealing with difficult situations. Sea World also conducts traineeships within different departments such as Technical Services, Operations, Food & Beverage, Marine Mammal & Entertainment and Marine Sciences. How many people visit Sea World each day? The numbers of guests differ from day to day and season to season. In excess of one million guests visit Sea World each year. What special promotions has Sea World implemented during peak times to encourage extra visitors? In the past special promotions such as prize giveaways, marine mammal information talks, fire works displays and limited time attractions for example the Sea World Eye, have been utilised to encourage additional visitation at Sea World. What are the different departments at Sea World? Marine Sciences, Operations, Food & Beverage, Retail, Technical Services, Aviation, Human Resources, Accounting & Information Systems, Sales & Marketing, Corporate and Show & Entertainment. List the shows where audience participation is encouraged and explain how each person is involved? Shows involving guest participation at Sea World include Dolphin Cove and the Seal Show. During the Dolphin Cove show the announcer randomly picks from one to three guests, aged six years and over, from the audience for an interactive segment. The Seal show has guest segments where the announcer chooses one child and one adult female guest to interactive with a sea lion. What makes Sea World successful? Having won the Queensland and Australian Tourism Award for the Best Tourist Attraction four times (1986, '89, '90, '91) Sea World has become the first member of the Australian Tourism "Hall of Fame". Sea World's location is one of the most important features. Being in close proximity to the major accommodation strip of the Gold Coast allows for quick and easy access. Sea World is situated between the Pacific Ocean and the Broadwater adding to the visual appeal of the park as well as enhancing the theme. Sea World combines live shows, visual displays, and a variety of rides. Something for all tastes and ages. Our animals are a constant form of fascination to our guests and it is them, more than anything else, which brings people back time and time again.

5 Sea World prides itself on its customer service and regularly receives congratulatory letters and telephone calls from the public regarding its friendly, helpful and courteous staff. All employees - new recruits and old hands - attend a special one-day customer service seminar which supplements ongoing internal and external training, emphasising the importance of excellent customer relations. The essential component for the success of Sea World is our constant striving for excellence. We always endeavour to respect and understand the market, offering variety for all ages and value for money. This is achieved through self-assessment, good marketing, effective advertising and the creation of an Australian product, recognised worldwide. What message do you try to sell? We encourage an understanding and appreciation of the marine environment because public awareness increases the chances of preservation for all marine life. Do International tourists visit Sea World on package deals? Yes. These are arranged through major tour wholesalers. An in-depth study of the various Asian, Middle-Eastern and Indian cultures has given Sea World staff an understanding of their catering requirements and allowed us to nurture this market which explains Sea World's present popularity with international travellers. Many of the packages now include a visit to Paradise Country and Australian Outback Spectacular, to give the guests an Australiana experience. Do you ever upgrade things in the park? You can never stop improving. There is always some way to upgrade your facility. Some of the most obvious are to introduce new rides, provide more retail and food outlets which offer a greater variety of products and regularly upgrade performances and interactive displays. Equipment and facilities undergo annual maintenance and improvements to maintain the high standard expected. New attractions are always on the drawing board along with new shows and interactive displays. Our education program is also continually updated with new worksheets, information and activities so as to quench the desire for learning more about the marine environment. Is Sea World competitive with other parks or organisations? Yes. We believe competition is healthy and extremely important as it discourages complacency. With increasing competition from the other theme parks on the coast, Sea World realises it must strive to maintain a high standard. Whilst remaining competitive, we also collaborate with other organisations to promote the Gold Coast as a destination. In the future we will be building upon the theme that makes Sea World unique i.e. the sea and its animals. New attractions will be developed in accordance with this theme. Our increasing involvement in research and education is seen as an important part of our development. What forms of advertising are undertaken by Sea World? What forms of advertising are undertaken by Sea World?

6 Roadside hoardings, magazine articles, television commercials, radio, newspaper advertisements and articles, documentaries, photos, souvenirs, media releases, news and current affair programs provide valuable exposure. As important are educational talks to schools and costumes character appearances at public events. Travel agents, tour companies, accommodation outlets, sales calls and promotions also contribute to our marketing strategy. In what languages can you obtain written information whilst at Sea World? English, Japanese, Chinese, Korean and Arabic. Who are Warner Village Theme Parks (WVTP)? Warner Village Theme Parks encompasses Sea World, Warner Bros. Movie World, Wet'n'Wild Water World, Australian Outback Spectacular and Paradise Country. In July 2006, Village Roadshow Limited acquired 100% ownership and became the sole owner and operator of Warner Village Theme Parks. Shortly after, Sea World Nara Resort joined the company and subsequently the name change to Sea World Resort occurred. For further information visit Corporate Information. What are the different areas that make up the Marketing division? Sales, Advertising, Publicity and Promotions, Art Studio, Research, Corporate Partners and E- Business. Can you briefly describe some points of interest of your IT Department at Warner Village Theme Parks? At Warner Village Theme Parks (incorporates Warner Bros. Movie World, Sea World, Wet n Wild Water World and Paradise Country) we have approximately 350 PC s, 150 registers, 40 servers. Qualifications for our IT staff are not necessary but an advantage to have, interviewers mostly look for experience is specific areas (i.e. SQL, Exchange, etc) To get a job in IT, any experience in the IT industry is an advantage. A large and very important component of the role is the Helpdesk and customer service to the users in each department. Backups for each park are scheduled as with many other processes. Much of this happens outside of park operating hours. Within the IT department there are two sections that work very closely together. These two areas include Systems Administrators and Network Support team members. Each section has specific tasks to perform to ensure the smooth operation of the parks. Our Front Gates are run on a program called Gateway and AS400 through which we do all of our front gate transactions including processing cash payments, pre-paid vouchers, group bookings and annual passes. Most of our desktop PC's operate in a Windows environment utilising Microsoft Office products. We have internal and external capabilities, but individual users are not allowed to receive any attachments larger than 1MB. Anything larger needs to be sent to IT who will forward to individual users. Our Animal Adventures bookings system is a web based booking system. Marine Sciences staff who run the programs have read only abilities to enable them to monitor bookings.

7 Our Retail and Food & Beverage registers operate a system called Revelations. We currently don t have the ability to swipe credit cards into the system, these details are entered manually. The main ride at Sea World with computer based operations is the Bermuda Triangle. There are many sensors for allowing the main control room operator to control distance between boats and sensors to indicate if anyone exits the boat. The new Planet SOS 4D movie uses a combination of a real time counter and computer module. The moment the film starts the real time counter indicates to the special effects module to start. For example at 13 seconds into the movie the air conditioning must increase its fan speed. All of our Food & Beverage, Retail, Animal Adventures, Front Gate and Aviation booking and payment systems can be accessed by key accounting staff. All of our accounting staff are based at Warner Bros. Movie World and can access the data through our internal network system. All of our animal records are inputted by our individual keepers, but the central animal database is not updated until the records keeper checks the raw data. The sound systems have an element of computer control - the different sound effects and pieces of background music are all executed through keyboard key strokes e.g. Shift F3 is Burp in seal show. Most staff have password access, some times multiple passwords for different operating systems. Staff with laptops have can have access to their s and network connection from any location, simply by dialling in over a phone line. Most of our computer systems can be accessed at anytime by senior management to see real time activity by individual staff. Internet access is limited to staff that need access for work practices. Usage is constantly monitored.