OCEAN PARK HONG KONG New strategies for the new normal

To stay connected and engaged with their visitors, Ocean Park Hong Kong has adopted a two-way communication approach in which they deploy various interactive and engaging digital formats such as Facebook Live streaming, virtual thrill rides videos and other online interactions to enable their audience to experience the Park. Rosalind Siu, Executive Director, Sales, Marketing & Public Affairs, Ocean Park Hong Kong shares more with TTJ…

The exponential spread of coronavirus has led to brands having to change their marketing strategies, please share the different marketing tools and strategies that you have adopted during the pandemic to elevate your brand visibility.

Ocean Park Hong Kong (the Park) has been temporarily closed from 26 January to 12 June, and from 14 July until now, due to the COVID-19 situation. Since then, the Park suspended all overseas marketing and promotions as international and cross- border travel is significantly affected. Since, the initial temporary closure, the Park focused its marketing and promotion efforts on local residents with an array of exclusive offers and encouraged them to visit the Park to enjoy the fresh air and plenty of outdoor space when the Park reopened in mid-June. In addition, the Park stepped up the use of digital media platforms to reach out to visitors and fans while they had to stay home as a precautionary measure.

What has been your approach to strengthen your relationship with your customers while utilising an array of digital platforms?

To stay connected and engaged with our visitors, we have adopted a two-way communication approach in which we deploy various interactive and engaging digital formats such as Facebook Live streaming, virtual thrill rides videos and other online interactions to enable our audience to experience the Park, get to know more about the animal ambassadors, and stay tuned with the Park’s happenings even when it is closed for the public. As schools were suspended amid COVID-19 and classes were moved online instead, Ocean Park introduced a new educational channel on YouTube in February. The new channel, titled Redd’s Nature Play Party, helps young children learn about animals and nature through a variety of entertaining content and approaches. The Park’s effort was positively received by school children, parents and teachers alike.