NEW YORK, [PRNewswire] - After an eight-year expansion push and hundreds of millions of dollars in investment since the acquisition by Anheuser-Busch Cos., Inc., SeaWorld today unveiled a new identity and positioning to reflect the evolution of the highly popular parks.
"Thirty-four years ago this month, SeaWorld was born in San Diego and set the standard for a new type of entertainment experience," said John B. Roberts, chairman and president of Busch Entertainment Corp. "Today, we are delighted to announce the most important evolution in the history of our brand -- the launch of the new SeaWorld Adventure Parks."
Significant expansion at all four SeaWorld parks - in Orlando, Fla., San Diego, Calif., San Antonio, Texas and Cleveland, Ohio - made it necessary to find a new way to describe SeaWorld, Roberts said in an announcement today to national news media and travel-industry partners in New York.
"The addition of 'Adventure Parks' to the name, and the new brand logo unveiled today, reflects the transformation of SeaWorld," he said. "These parks are not simply aquariums or marine theme parks. SeaWorld truly is a new breed of entertainment park - an Adventure Park."
The new graphic identity was introduced at the four parks today and will be phased in on signage, printed materials, advertising and other items over the next year.
In addition, SeaWorld has developed a special seal for its popular icon, Shamu the killer whale, that will be used throughout the parks and on licensed merchandise. Roberts said that when Anheuser-Busch Cos., Inc. purchased SeaWorld in 1989, it acquired a brand with high awareness and a quality reputation. "Even so, we had to look to the future of the SeaWorld parks and ensure they would be just as strong in 1999, 2009 and beyond," he said.
"By talking to our guests, and thanks in large measure to the commitment of Anheuser-Busch, we set about to make SeaWorld even better," Roberts said. To date, that effort comprises dozens of new attractions, shows, facilities upgrades and a stronger focus on theming and active adventures.
Typical of SeaWorld's new attractions:
"Over the years to come, we are committed to offering SeaWorld guests breakthrough new attractions -- thrilling adventure rides, state-of-the-art roller coasters, immersive animal attractions and all-new shows," Roberts said.
The relaunch of the SeaWorld brand will be supported by aggressive national advertising and promotions, said Chris Shea, vice president of marketing for Busch Entertainment Corp.
A national brand campaign will run on network and cable television and in print media, he said, and park brand advertising will use a variety of media in target markets. A number of national and market-specific promotions throughout the year will reinforce the new brand identity and adventure positioning.
"Our new identity represents what the new SeaWorld Adventure Parks offer our guests today -- fun, thrills, activity and variety," Shea said. "The relaunch of the SeaWorld brand symbolizes a whole new philosophy, not only of who we are, but how we talk about ourselves. This transformation will be executed through all of our marketing efforts: advertising, promotions, sales collateral and public relations."
The new brand identity was developed by Landor and Associates, San Francisco, a leading brand consultant. DDB Needham, Chicago, is lead agency on the national brand advertising campaign. Fleishman-Hillard St. Louis will execute a national public relations campaign.
In addition to the four SeaWorld Adventure Parks, St. Louis-based Busch Entertainment Corp. operates Busch Gardens parks in Tampa Bay and Williamsburg, Va.; Sesame Place near Philadelphia; Adventure Island in Tampa Bay; and Water Country USA in Williamsburg. The nine parks entertain more than 21 million guests a year and employ more than 15,000 people. A leader in animal rescue, care and conservation, SeaWorld and Busch Gardens maintain the largest animal population of any institution in the world. SOURCE SeaWorld Adventure Parks.
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