MERLIN ENTERTAINMENT GROUP

PENGUIN EXPEDITION, SEA LIFE SYDNEY AQUARIUM

Challenge:

Launch SEA LIFE Sydney Aquarium’s (SLSA) world-first Penguin Expedition attraction, driving mass awareness, social buzz and visitation while strategically re-engaging Sydneysiders. 

Solution:

We crafted SLSA’s first ever fully integrated communications strategy to build excitement across owned and earned channels and create momentum from initial announcement through to launch.

A collaborative and proactive press office drove consistent coverage and buzz over time, while a targeted influencer engagement program added reach, depth and frequency to the campaign. Launch events and bespoke famils also helped spark engagement and critical mass at opening.

Aligned with broader activity, an always-on social strategy helped prime the market over time and featured the attraction’s first ever Facebook Live activation. A compelling Facebook-led campaign was used to engage and mobilise local families as well, and featured an exciting competition to find NSW’s biggest junior penguin fans, who went on to film a content series for ongoing social seeding.

 

Results:

The campaign delivered a sales spike of almost 25% YOY in opening month, supported by 250 top tier media hits, with a potential reach of 24.7 million. A VIP launch attracted 400+ influential locals, while the creative Facebook Live became the Aquarium’s most successful social post ever.

The Facebook competition and resulting content series achieved a total reach of 341,000, while the campaign generated 57,000 website visits at a cost per click as low as $0.13 and a reach of 1.8 million per month.