Hong Kong NEW Brand Series
Ocean Park - an evolving Hong Kong icon Brought to you by the Department of Marketing, CUHK Business School. CU: Prof. Leo Sin, Dr. Susanna Kwok, Department of Marketing OP: Mr. Paul Pei, Executive Director, Sales & Marketing of Ocean Park
Located on the southern side of Hong Kong island,
Ocean Park officially opened in January 1977, and has since become Hong Kong’s premier educational theme park featuring world-class marine attractions. The park, built at a cost of HK$150 million was funded by the Hong Kong Jockey Club with land provided for free by the Hong Kong Government. Between 1982 and 1984, the Hong Kong Jockey Club allocated a further HK$240 million to fund the Park’s second phase of development, which included facilities at Tai Shue Wan and thrill rides at the Headland. In 1987 Ocean Park reached a major milestone when it became an independent body incorporated under the Hong Kong Ocean Park Corporation Ordinance 1987 as a non-profit organization. Since its opening 35 years ago, what has remained unchanged in guiding the way Ocean Park operates? How did Ocean Park overcome the financial deficits in the late 90s and the potential threats from the Hong Kong Disneyland Resort? And what makes Ocean Park a Hong Kong icon? To find the answers, Prof. Leo Sin and Dr. Susanna Kwok chatted with Mr. Paul Pei, Executive Director, Sales & Marketing of Ocean Park.
Growing the park on three pillars CU: Over the past 35 years, what are the most important elements in building up the Ocean Park brand? OP: Brand management is one of the most important things to us because it is about how we see our own brand and what it looks like to the public. More importantly, it lets us know what Ocean Park stands for. Our vision, that is, what we want to be, is ‘to be a world leader in providing excellent guest experiences in a theme park environment that connects people with nature.’ Our mission statement explains why we exist ‘Ocean Park provides all guests with memorable experiences that combine entertainment and education, while inspiring life long learning and conservation advocacy. Our aim is to maintain a healthy financial status, while striving to deliver the highest standards of safety, animal care, products and guest service.’ ‘Fun, Service, Safety, Education and Conservation, and Respect for People’ are the Park’s core values. In addition, entertainment, education and conservation are the three pillars that have remained clearly identified and widely accepted with us over the past 35 years. We have grown our park based on these elements.
Staying relevant to the marketplace CU: Does the new attraction ‘Old Hong Kong (「香港老 大街」)’ reflect Ocean Park’s strategy to become more localized?
Mr. Paul Pei talks about Ocean Park’s brand philosophy. Credit: Ming Pao
OP: Our operation is based on a simple belief - to stay relevant to the marketplace and the people we serve. Therefore, Ocean Park has to be truly Hong Kong, standing for Hong Kong and bringing our guests a uniquely Hong Kong experience, instead of an