01 VISUAL STRATEGY GUIDE
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2
01.
PAST
CHAPTER
6-7
1.1 Brand Description and history
8-9
1.2 Timeline
10-11
02.
1.3 Blackfish (film) - a tale of kidnap and exploitation
FUTURE 14-15
2.1 Brand soul Mission Rebranding Objective Keywords
16-17
2.2 Potential Services Potential Products Potential Partnerships
18-27
2.3 Audiences and Personas
28-29
2.4 Brand visualization
30-35
2.5 Competitors
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4
01.
CHAPTER
PAST
1.1 Brand Description and history 1.2 Timeline 1.3 Blackfish (film) - a tale of kidnap and exploitation
5
1.1 BRAND DESCRIPTION AND HISTORY "Whether the PR gambit proves successful hinges on whether SeaWorld can successfully market itself as an animal-friendly company."
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>BRAND DESCRIPTION AND HISTORY
• What the brand does: To offer interactive experiences and a number of animal
SeaWorld is the marine-life theme park brand. The
encounters, show its zoological collection, a range of
Company's SeaWorld theme parks offer interactive
live performances in the marine-life theme, themed
experiences, dining experiences, a range of live
thrill ride s. To inspire people to connect with and care
performances in the marine-life theme. It also offers a
for the ocean.
number of animal encounters, including the opportunity to work with trainers and feed marine animals, as
• Whom they do it for:
well as themed thrill rides and theatrical shows that
People who interested in the marine-life theme.
show its zoological collection. The Company owns and operates the SeaWorld branded theme parks,
• Why they do it:
including SeaWorld Orlando, SeaWorld San Antonio
To providing a series of experiences, to build an
and SeaWorld San Diego.
sustainable and friendly relationship between human and marine lives.
Sea World’s roots can be traced to 1959 when Busch Gardens Tampa opened as a small bird sanctuary and garden. The park soon expanded with the country’s first free-range habitat for herds of animals, more extraordinary zoological attractions and an array of roller coasters and shows. SeaWorld opened its gates for the first time in 1964. 7
1.2 BRAND TIMELINE SeaWorld: Waves of Growth
Harcourt Brace Jovanovich, Inc. (HBJ)
SeaWorld was founded in 1964 by Milton C.
purchased the company in 1976 and 12 years
Shedd, Ken Norris, David Demott, and George
later they began a venture in Texas.
Millay. The four graduates of UCLA originally set out to build an underwater restaurant and marine life show. When the underwater restaurant concept was deemed unfeasible, they scrapped those plans and decided to
In 1988, SeaWorld San Antonio opened just a
build a park instead, and SeaWorld San Diego
few miles outside of San Antonio. Growth has
was opened on March 21, 1964.
pushed the city outwards, and now SeaWorld San Antonio lies in the Westover Hills community in West San Antonio. The stress and financial resources it took to build and maintain a state-of-the-art marine mammal facility in the late 1980s eventually took its toll on the company. HBJ, whose primary focus was producing school books, needed to reduce its assets in order to avoid a bankruptcy.
Busch Gardens: Our Early Roots
SeaWorld Orlando opened after the Walt
1959 Busch GardensÂŽ Tampa opened as a
Disney World Resort in Orlando in 1973.
small bird sanctuary and garden.
1959
1969
1959
1964
1988
Busch Gardens: Seaworld Early Roots 1959 Busch GardensÂŽ Tampa opened as a small bird sanctuary and garden.
SeaWorld San Diego was opened on March 21,
In 1988, SeaWorld San Antonio opened just a
1964.
few miles outside of San Antonio.
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On March 5, 2007, SeaWorld Orlando
I n 2 0 1 6 , S e a Wo r l d a n n o u n c e d t h a t t h e y
announced addition of the Aquatica water park
w o u l d e n d t h e i r i n - p a r k O rc a b re e d i n g
to its adventure park, which already includes
program, and eventually phase out their
SeaWorld and Discovery Cove.
theatrical killer whale shows altogether (due to state legislation in California that banned shows using orcas) starting in San Diego. It was announced later in the same year, that 1991—2010, Tilikum became notorious for his
SeaWorld would build their first park without
involvement in the deaths of three people.
killer whales and outside of the United States in Abu Dhabi, UAE.
SeaWorld Entertainment, Inc., incorporated
Blackfish, a 2013 US documentary, was widely
on October 2, 2009, is a theme park and
acclaimed for its investigation into orcas in
entertainment company. The Company owns
captivity. It argued that life in tanks makes
or licenses a portfolio of brands, including
them more aggressive towards humans and
SeaWorld, Sea Rescue and Busch Gardens.
each other.
2009
2019
2009
2013
SeaWorld Entertainment, Inc., incorporated
Blackfish, a 2013 US documentary, was widely
their in-park Orca breeding program, and
on October 2, 2009, is a theme park and
acclaimed for its investigation into orcas in
eventually phase out their theatrical killer
entertainment company. The Company owns
captivity. It argued that life in tanks makes
whale shows altogether starting in San Diego.
or licenses a portfolio of brands, including
them more aggressive towards humans and
State legislation in California that banned
SeaWorld, Sea Rescue and Busch Gardens.
each other.
shows using orcas
2016 SeaWorld announced that they would end
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1.3 BLACKFISH (FILM)— A TALE OF KIDNAP AND EXPLOITATION Blackfish is an aggressive, impassioned documentary that will change the way you look at performance killer whales. —Rotten Tomatoes
Blackfish is a 2013 American documentary film directed by Gabriela Cowperthwaite. It concerns Tilikum, an orca held by SeaWorld and the controversy over captive killer whales. The film premiered at the 2013 Sundance Film Festival on January 19, 2013, and was picked up by Magnolia Pictures and CNN Films for wider release. The documentary concerns the captivity of Tilikum, an orca involved in the deaths of three individuals, and the consequences of keeping orcas in captivity. The coverage of Tilikum includes his capture in 1983 off the coast of Iceland and his purported harassment by fellow captive orcas at Sealand of the Pacific. Cowperthwaite argues these incidents contributed to the orca's aggression. The film includes a testimonial from Lori Marino, director of science with the Nonhuman Rights Project. Cowperthwaite also focuses on SeaWorld's claims that lifespans of orcas in captivity are comparable to those in the wild, typically 30 years for males and 50 years for females, a claim the film argues is false. Other people interviewed include former SeaWorld trainers, such as John Hargrove, who describe their experiences with Tilikum and other captive whales.
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The documentary reports that the whales have experienced extreme stress when their offspring were captured in the wild or when separated after breeding at water parks. The film features footage of attacks on trainers by Tilikum and other captive whales as well as interviews with witnesses. SeaWorld said in August 2014 that the film had hurt revenues at its park in San Diego. The company's share price had fallen 44% in 2014. In August 2015, SeaWorld announced a 3% drop in revenue and an 84% drop in net income for the second quarter of 2015 when compared to the previous year. Attendance fell 1.6%, from 6.58 million to 6.48 million. In November 2015, SeaWorld announced plans to end killer-whale shows at its theme park in San Diego. In March 2016, SeaWorld announced it would end its orca breeding program and begin to phase out all live performances using orcas.
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02.
CHAPTER
FUTURE
2.1 Brand soul Mission Rebranding Objective Keywords 2.2 Potential Services Potential Products Potential Partnerships 2.3 Audiences and Personas 2.4 Brand visualization 2.5 Competitors
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2.1 BRAND SOUL MISSION REBRANDING OBJECTIVE SeaWorld Parks & Entertainment™ is a leading theme park and entertainment company providing experiences that matter and inspiring guests to protect animals and the wild wonders of our world. We are one of the world’s foremost zoological organizations and a global leader in animal husbandry, behavioral management, veterinary care, and animal welfare. —SeaWorld Web >BRAND SOUL
>NEW MISSION
Build an sustainable and friendly relationship between
Provide a sustainable and friendly way to inspired
human and marine lives.
people to conserve our ocean and marine life.
>REBRANDING OBJECTIVE
> KEYWORDS
SeaWorld is committed to protecting the ocean
• Conservation
environment and preserving marine lives by inspiring
• Sustainability
human to act. All of the company's businesses,
• Interactivity
products, will focus on the theme of care, protection, and help with marine animals. In the future, the way to use animal performance to attract tourists will be abandoned in SeaWorld. SeaWorld will work and collaborate with science laboratories, research centers, environmental and animal protection organizations to create a sustainable and friendly brand that protects the oceans of mankind.
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2.2 POTENTIAL SERVICES POTENTIAL PARTNERSHIPS POTENTIAL PRODUCTS
>POTENTIAL SERVICES
>POTENTIAL PARTNERSHIPS
Whether the PR gambit proves successful hinges
Science Supporting Conservation: Scientific research
on whether SeaWorld can successfully market
conducted at SeaWorld is carried out by our own
itself as an animal-friendly company. SeaWorld
research staff, and by scientists from nationally and
could offer the educational plan, live event and
internationally-renowned universities and research
Rescue plan around the topics of the animal-
organizations such as UCLA, the San Diego Zoo and
friendly company. Take advantage of their
the Hubbs-SeaWorld Research Institute. We publish
strengths to provide some up-close, very unique,
the results of our research in peer-reviewed journals,
one-of-a-kind animal interactions. For SeaWorld,
making it available to scientists, those who manage
the most important intellectual property that
animal populations, and other interested people
they do have as a company is the animals
around the world. SeaWorld scientists have authored or
themselves
co-authored hundreds of published papers. The SeaWorld & Busch Gardens Conservation Fund non-
>POTENTIAL PRODUCTS
profit has given over $16.5 million in support of over 1,200
SeaWorld could also utilize their core values to
animal conservation, habitat protection, & more.
develop new product lines that more closely align with their founding environmental and social ambitions, such as take advantage of their strengths to provide some up-close, very unique, one-of-a-kind animal interactions, to support animal rescue and conservation work across the globe.SeaWorld blends imagination with nature and enables our guests to celebrate, connect with, and care for the natural world we share.
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research & conservation projects across the globe - from
SeaWorld and OCEARCH are brands focused on the global conservation of marine animals and the world’s oceans. We’re both purpose-driven organizations; we love the ocean and want to ensure an abundant resource for future generations. Together, we will focus on bringing everyday people closer to the water by sharing real-time data, content, and park experiences.
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2.3 AUDIENCES AND PERSONAS
>AUDIENCE The original target audience in SeaWorld is a family with children, but the future SeaWorld target audience will be a larger scope. The target audience will be all people who care about the ocean theme and wants to learn about marine life.
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PERSONA 1
Aida Maki
The happy educator
>>> TRAITS 1. Maki is a primary school biology teacher, she likes reading books about Natural science because she wants to have more knowledge to teach her students
>>> AGE 39
2.She spends lots of money on collecting animal and plant specimens because this is her hobby.
>>> OCCUPATION Biology teacher
3.She likes to watch TV Animal World because she can study with her daughter.
>>> ETHNICITY Japanese.
4. She likes to go to some museums and zoos with her daughter
Lives in San Diego
during the holiday season because the experience of seeing real things is better than reading. 5. She likes interacting with different scholars because she can learn a lot of different things from them. 6. She has many students, and she usually talks with her students to know them. 7. She is passionate about researching new teaching methods because it will give her students a better teaching experience.
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PERSONA 2
Ming Zhang
>>> TRAITS
The Internet Celebrity Illustrator
1. Kexin is full of imagination and enthusiasm and her profession is
>>> AGE
2. she loves painting because this allows her to express a lot of
to paint illustrations for some magazines.
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ideas.
>>> OCCUPATION
3. She has a lot of followers on Facebook because she usually
Illustrator
delivers interesting illustrations in social media.
>>> ETHNICITY
4. She likes to buy some natural sciences book which has some
Chinese.
pictures of animals and plants because these images can provide
Lives in Orlando.
inspiration when she created. 5. She likes to go to the zoo and museum because it helps her observe the details and dynamics of some creatures. 6. She loves animals, so she often likes to draw some illustrations about the theme of protecting animals. 7. She cares animals, so she often volunteers to help some organizations to draw some illustrations about the theme of protecting animals. 21
PERSONA 3
William Barnes Self-motivated student
>>> TRAITS 1. He hopes to adopt some stray animals in the future, so he often goes to the animal hospital to cultivate his patience and professional ability.
>>> AGE 21
2. He wants to be a professional veterinarian to use his profession to help endangered animals.
>>> OCCUPATION Veterinary college student
3. He is keen to participate in some charity activities for rescue animals and wants to call for more people to participate.
>>> ETHNICITY American
4. He opposed animal performance because he felt that there will
Lives in San Francisco
have more humane entertainment to replace the animal show. 5. He likes to stay with animals, and getting along with animals can make him feel great fun. 6. Compared to reading, he likes to read new knowledge by watching documentaries. 7. He likes to participate in academic exchanges because he can get opportunities and communicate with different people.
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PERSONA 4
Paul Culpepper
>>> TRAITS
The sea world park fan
1. Paul father is a breeder work in sea world. Influenced by his
>>> AGE
2. He likes to collect souvenirs from museums and marine parks.
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>>> OCCUPATION Elementary School Student
>>> ETHNICITY
father, he liked marine life since he was a little boy.
3. His dream is to be a marine biologist, so he really likes to go to SeaWorld Park. 4. He likes to feed dolphins with his father because he thinks this is very interesting.
American Lives in San Antonio
5. He likes to participate in various activities organized by the school because he likes to learn while playing. 6. He has many classmates and he likes to share with his classmates the interesting things he saw at Ocean Park. 7. He wants to learn to dive and see more creatures under the ocean.
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PERSONA 5
Ruth Borges
>>> TRAITS
The optimist
1. Ruth often uses Instagram because he likes to take photos while
>>> AGE
2. She loves to travel around the world and try different new things
he is traveling.
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because these experiences significantly broaden his horizons.
>>> OCCUPATION
3. She likes to take photos on the bottom of the sea. She thinks
Photographer
the scenery on the bottom of the sea is very charming.
>>> ETHNICITY
4. She is a diving enthusiast because she wants to challenge the
Lives in Los Angeles
unknown. 5. She likes to make new friends, loves meeting different people because she can find many interesting topics in communication. 6. She doesn't like to sit in the classroom, but she likes experiential learning because she feels more free and fun. 7. She enjoys filming wild animals because they are interesting.
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PERSONA 6
Susan Steffens
>>> TRAITS
The humor trainer
1. She loved animals very much since she was a child, so she chose to be a trainer at the Marine Zoo after graduation.
>>> AGE
2. She likes her work very much, she can feel happiness from the applause and laughter of the audience.
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>>> OCCUPATION Animal trainer
>>> ETHNICITY
3. She believes that some animal performances are not human, so she wants to change careers, but she is reluctant to leave her favorite work environment. 4. In order to better take care of her "work partners", she wants to learn more about marine life.
Lives in Orlando. 5. She is very careful and patient. She believes that the longer she works, the more she knows about animals. 6. She wants to make more people like marine life so that more and more people have the awareness to protect marine life. 7. She believes that close animal interaction can promote the relationship between humans and animals.
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PERSONA 7
Seunghyun Kim Social activist
>>> TRAITS 1.Seunghyun is a vegetarian and believes in always keeping busy. 2. He busy for engages communities, government leaders, and like-
>>> AGE
minded organizations around the world to achieve lasting solutions to pressing animal welfare and conservation challenges.
48 3. He hopes serves to protect ocean ecosystems and conserve the
>>> OCCUPATION lawyer/ Marine life conservation organization worker
>>> ETHNICITY Lives in New York
global abundance and diversity of marine wildlife through science-based advocacy, research, and public education. 4. He hopes to bring a better future for marine animals through rescue services, research, education, and communication. He often speech to the public for this purpose. 5. He likes to participate in the discussion of ocean topics on the Internet, in order to actively promote the cause of marine life conservation. 6. He opposed animal performance because he felt that it was cruel to animals. 7. He has participated in many volunteer activities to protect the marine environment and protect wildlife.
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PERSONA 8
Mike Peterson
>>> TRAITS
The thinker
1. Mike often visits youtube, and posts status updates every couple of weeks because he likes people to pay attention to him.
>>> AGE
2. He loves sharing videoes with people because this can bring him fame and income.
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>>> OCCUPATION Full-time blogger
>>> ETHNICITY
3. He often participates in popular topics and sharing some interesting and novel things in the video because his video will have a higher clickthrough rate. 4. He wants to travel to several different countries around the world because he likes experiencing different cultures, food, and new things
Lives in San Diego 5. He loves his job because a lot of people support his blogs 6. He has opened a new channel on his personal platform, which is to introduce some interesting places to everyone. 7. He is a socially responsible person, he wants to create short films with social value because it helps people to accept serious topics in a fun way.
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2.4 BRAND VISUALIZATION
SeaWorld (Before)
Object
Architecture
Texture
Person
Animal
Activity
Chair
Food
SeaWorld (After)
2.5 COMPETITORS
> CURRENT COMPETITORS
DISNEY'S TYPHOON LAGOON
The park is a family-oriented theme park destination
Has the home to one of the world's largest outdoor wave pool, it is also has a play area for young children. Suitable for all ages.
designed to satisfy people see what lay beneath the surface, and close contact with marine animals. People can spend a happy time with family and friends here. The current competitors include aquariums, water parks, and zoos.
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NOAH'S ARK FAMILY PARK INC.
MT. OLYMPUS WATER & THEME PARK
"America's Largest Waterpark". It features 51 water slides, and dozens of various attractions.
Mt. Olympus features indoor and outdoor water park and amusement park rides. The resort is themed after Ancient Greece, particularly its mythology and gods.
WATER COUNTRY USA It is the Mid-Atlantic's largest water park, and it offers live entertainment, shops and restaurants, water rides, and other family attractions, all of which have a 1950s or 1960s surf theme.
THE BRONX ZOO The Bronx Zoo is world-renowned for its large and diverse animal collection, and its award-winning exhibitions.
MONTEREY BAY AQUARIUM Monterey Bay Aquarium was the first public aquarium to have its interior mapped on Google Street View, creating a virtual walking tour. Known for its regional focus on the marine habitats of Monterey Bay.
CINCINNATI ZOO AND BOTANICAL GARDEN It is the second-oldest zoo in the US. A 2014 ranking of the nations's best zoos by USA Today based on data provided by the Association of Zoos and Aquariums lists the Cincinnati Zoo among the best in the country.
GEORGIA AQUARIUM The aquarium is the only institution outside of Asia that houses whale sharks, and it has one of the world's largest viewing windows.
SAN FRANCISCO ZOO Peafowl roam the zoo grounds freely and are acknowledged officially on the zoo's website.
MOREY’S PIERS & BEACHFRONT WATERPARKS M o r e y ’s P i e r s & B e a c h f r o n t Waterparks is a classic seaside amusement park. Built with geographical advantages, suitable for people of all ages
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2.5 COMPETITORS
> ADJACENT COMPETITORS
DISNEYLAND PARK
The adjacent competitors for SeaWorld's are mainly all
It is a cartoon theme park. The cartoon theme and cartoon characters are what they use to attract visitors.There have a variety of rides. Great place for family visit.
kinds of amusement parks. They usually have a large and varied range of recreational facilities to attract tourists. In order to distinguish and compete with the playground, SeaWorld will attract visitors in the form of various marine animal performances.
UNIVERSAL STUDIO It is a film studio and theme park. The film theme, movie periphery, and film characters are what they use to attract visitors.
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KNOEBELS AMUSEMENT RESORT
DISNEY CALIFORNIA ADVENTURE PARK
Dolphins Plus Dolphins Plus offers a variety of marine mammal interaction programs. It is and has been America's largest freeadmission park.
The park is themed after the history and culture of California, which celebrates the fun and adventure of the state through the use of various Disney, Pixar and Marvel properties.
KINGS ISLAND
CEDAR POINT
MAGIC KINGDOM
It has appeared in popular sitcoms and received widespread recognition for its record-breaking attractions and events. In 2017, Kings Island was the second-most visited seasonal amusement park in the USA. In addition, Kings Island has won Golden Ticket Awards from Amusement Today for having the "Best Kids' Area" in the world for seventeen consecutive years (2001– 2017).
"Roller Coaster Capital of the World". It is the second-oldest operating amusement park in the United States, and it is considered the flagship of the amusement park chain. The park also has several buildings that are listed on the National Register of Historic Places.
The park is represented by Cinderella Castle, inspired by the fairy tale castle seen in the 1950 film. Its layout and attractions are based on Disneyland Park in Anaheim, California, and are dedicated to fairy tales and Disney characters.
DISNEY'S ANIMAL KINGDOM
KNOTT'S BERRY FARM
HERSHEYPARK
America's 1st Theme Park, California's Best Theme Park. The park features 40 rides including roller coasters, family rides, dark rides and water rides, including a replica ghost town.
Hersheypark is a family theme park situated in Hershey. Adjacent is Hershey's Chocolate World, a visitors' center that is open to the public and that contains shops, restaurants, and a chocolate factorythemed tour ride.
It is the second-largest theme park in the world. It features traditional attractions while also exhibiting hundreds of species of live animals. Due to these sensitive conditions, special designs and provisions were incorporated throughout the park to protect the animals' welfare.
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2.5 COMPETITORS
> ASPIRATIONAL COMPETITORS
MERIDIAN SUBTEK
Guided by the soul of the brand, this should be future
They incorporate the latest mechanical, electrical and hydraulic technology to create the safest to use diver operated underwater cleaning equipment. Based on customer input, they design tools and brushes to meet the demands of modern zoos and aquariums.
focused and reflect on rebranding objective. These brands should be brands that follow a sustainable philosophy and an educational brand.
CHENGDU RESEARCH BASE OF GIANT PANDA BREEDING Chengdu Panda Base, is a non-profit research and breeding facility for giant pandas and other rare animals. Its stated goal is to "be a worldclass research facility, conservation education center, and international educational tourism destination." 34
OCEANIC PRESERVATION SOCIETY
NATIONAL MARITIME MUSEUM
The Oceanic Preservation Society promotes marine conservation and environmentalism and addresses issues such as animal rights and censorship.
The Museum has the most important holdings in the world on the history of Britain at sea c o m p r i s i n g m o re t h a n t w o million items.
OCEAN CONSERVANCY Ocean Conservancy with goals to promote healthy and diverse ocean ecosystems and to oppose practices that threaten oceanic and human life. The Conservancy's list of priorities includes "Restore Sustainable American Fisheries," "Protect W ildlife From Human Impacts," "Conserve Special Ocean Places," and "Reform Government for Better Ocean Stewardship."
THE MARINE MAMMAL CENTER The purpose of rescuing, rehabilitating, and releasing, marine mammals who are injured, ill, or abandoned.
JOHN PENNEKAMP CORAL REEF STATE PARK It was the first underwater park in the United States. The reefs may be viewed from glass-bottom boats, snorkeling, and scuba diving. Other activities available in the park are canoeing, kayaking, fishing, hiking, swimming and wildlife viewing.
SEA LIFE CENTRES The brand aim to combine modern d i s p l a y t e c h n o l o g y, b i o l o g i c a l expertise, and entertainment to provide themed journeys through European and tropical waters. To provides close encounters with sea life. It is also claimed to champion the cause of marine conservation through education, awareness and, wherever possible, direct action.
PLEASE TOUCH MUSEUM
MAGIC KINGDOM
The Please Touch Museum is a children's museum located in the Centennial District of Philadelphia, Pennsylvania, USA. The museum focuses on teaching children through interactive exhibits and special events.
Visitors can take part in an animal encounter. It is possible to snorkel in the lagoon with approximately 1500 fish. Underwater adventures including shark cage diving and walking on the floor of the aquarium with an ocean diver are also available.
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>DESIGN
>SCHOOL
Yuqi Qiu
Academy of Art University
>CLASS
>PRINT
Nature of identity
blur
>INSTRUCTOR
>PAPER
Hunter Wimmer
Premium matte
>IMAGE SOURCE
>HISTORY SOURCE
https://www.google.com/
https://www.google.com/
https://unsplash.com/
https://seaworldentertainment.com/about-us/
https://pixabay.com/
https://www.telegraph.co.uk/news/worldnews/ northamerica/usa/7322889/The-story-behindTilikum-the-killer-whale.html https://en.wikipedia.org/wiki/SeaWorld
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383615106@qq.com This book is non-commercial project for education purpose and is not intended to represent the SeaWorld brand. All rights are reserved. No part of this publication may be produced, stored in a retrieval syster or transmitted in any form or by any means, electronic, mechanical, recording, photocopying c otherwise, without prior permission of Yuqi Qiu.
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