Day 4

Sea World

Day 4 and and it was finally time to visit the much anticipated theme park Sea World. When we arrived at the park we were greeted by Selena Lawson the Activation Manager and Rebecca Scully the Digital Marketing Manager. They directed us through to the other side of the park to Dolphin Cove where our presentation was to be held. Dolphin Cove was a large dolphin pool and arena where shows were held for park visitors and we had it all to ourselves. When we arrived to the spot we were greeted by a group of dolphins who swam up to the shore to see us, we were then given a brief introduction and the opportunity to get in the water with the dolphins for a quick pat. Getting the chance to get up close with these animals was an amazing experience and their skin a unique texture to touch. When we were all done with our photos we got back to our seats and dolphin instructor Tammy explained to us the companies dolphin programs and the training involved. Also mentioned was Sea Worlds involvement in animal rescues and rehabilitation. 

After we had the opportunity to ask Tammy some questions both Selena and Rebecca spoke about Sea World and its marketing strategies. Selena explained that she had been involved in the Village Roadshow group for many years which included Sea World, Movie World and Wet 'n' Wild. They had for sometime now offered combined passes for all parks which had accrued higher revenues for the group. Selena also described the need to promote spending in the park such as meal deals and other extras such as swimming with the sharks to drive revenue. While promotions like these were being advertised it was also very important that all staff be aware of there existence, the team did not want customers asking for information and staff being able to offer little or no knowledge. Selena also spoke about retail channels and described park passes as being available online, on the telephone, through travel agents and at the door. Ticket purchases however are most preferable online as the group receives payments in advance and less staff resources are required. Online purchasing also allows for customer data collection and the opportunity to have direct contact post-purchase. 

Rebecca then discussed her role as the digital marketing manager and issues in this role. She spoke about the use of Facebook and the way Sea World uses it as a customer engagement tool. The content placed on the page is of a fun nature and the team try to avoid promoting advertisements to their customers through this channel. Instead Rebecca will often upload pictures of the animals in the park which as she comments 'people go crazy over'.  Rebecca also spoke about the general dangers of Facebook, that is, negative comments, abuse etc, but said that they try to avoid deleting comments unless they include swearing or inappropriate content and instead the team will respond to the negative posts. Although this is the teams plan of action, they often find that their 'Facebook tribe' will have defended them before they have even seen it. Another way the team is using Facebook is a tease campaign for there latest ride. The team will post comments or photos of sneak peaks or hints bout the next ride to which huge discussions and speculations will generate on their page, working to engage these customers. 

The  presentation had to come to an end as people began to flood into Dolphin Cove to see the spectacular dolphin show. We all stayed back and watched in our prime seating as the dolphins we had pet performed jumps and acts for the audience. When this was over we journeyed over to shark bay to have a look and decide whether we were all brave enough to get in the water with these semi-giants. Some had no interest, the rest of us excited for the opportunity. To be honest i was disappointed the scheduled swim wasn't with the big sharks! a group of us went and booked ourselves in. Then we were off to the rides for an adrenaline kick. Once we had tired our stomachs we grabbed some lunch and watched some of the Sea Lion detective show. When this was all done we had started to feel the heat so me Deb, Angelica and Olivia headed over to the water resort for a ride down the water slide and a soak in the pool. Then it was time for our shark experience.

We all squeezed into our unflattering wetsuits and waddled into the pool. Here we were given instructions and off we went to swim alongside sharks, stingrays and one giant fish.  When we had finished our laps it was time to jump back on the bus and head back to the hotel. 

Night in Surfers

When we arrived at the hotel I went back to my room for a shower, some rest and some study time. Then I was off with part of the group to an Asian restaurant where we had some delicious noodle soup. Along the foreshore there was a night market taking place so we also took a stroll along there where many interesting  bits and pieces were being sold, including whistles you stuck on your tongue that made animal noises when you made certain sounds. Me and a few of the other girls picked up some rings made of spoons which dated back as far as the  1800's. When this walk was over me and Kit caught up with the rest of the group for a night out at Surfers Paradise.