Helping this global leisure operator increase it's attraction.
The House has worked with SEA LIFE since 1997, developing a series of in-attraction innovations to deliver improved guest experience. Part of the Merlin Entertainment Group — the world’s second largest visitor attraction operator — SEA LIFE has locations across Europe and America and has been active in marine conservation globally since it was founded. Although conservation is at the heart of its activities, SEA LIFE has historically talked very little about this valuable work.
What we did
Initially, we developed an ethical, not-for-profit ‘Bag for Life’ to draw attention to the issue of plastic in the sea - the first evidence of SEA LIFE’s conservation agenda, followed by the development of a comprehensive conservation strategy and visitor experience under a newly created ‘Sea Happy’ brand, that begins on-line, and continues in-venue and post visit. Piloted at the London Aquarium, this is being rolled out globally at all SEA LIFE sites.
Did it work?
Celebrating the wonders of the sea and highlighting SEA LIFE’s fantastic global conservation work, the ‘Sea Happy’ brand takes an upbeat approach. Designed to inspire, it encourages visitors to get actively involved in marine conservation, from an on-line support programme for Turtle Conservation where donors can upload their picture, to ‘Bags for Life’ and creature adoption.
The initial consumer feedback scores from London Aquarium have shown an increase in understanding and recognition of the SEA LIFE Conservation agenda.