Merlin Entertainments (Thailand) Ltd, the operator of Siam Ocean World, has officially introduced its new image in a bid to boost competitiveness in the family entertainment business.
Sea Life Bangkok Ocean World can be a truly world-class aquarium, says Noppadon Prapimpunt, head of Merlin Entertainments (Thailand).
Noppadon Prapimpunt, head of the Bangkok operation, said the company had spent 100 million baht to renovate Siam Ocean World after taking it over a year ago.
The aquarium at Siam Paragon shopping complex, launched nine years ago, is now known as Sea Life Bangkok Ocean World. Its British parent company has more than 50 aquatic centres around the world.
"After the name change, we want our fans to have new experiences. We place importance on the conservation of marine creatures, from breeding to rescue and protection. This is why we can be a truly world-class aquarium," Mr Noppadon said.
The aquarium has 13 rebranded activity zones including Penguin Ice Adventure and Shark Walk.
Competition in Thailand's family entertainment segment is tougher because of the entry of new players, with several billion baht worth of investment in the past few years in tourist destinations such as Pattaya, Khao Yai, Hua Hin and Cha-am. They include Cartoon Network, Camel Republic and Vana Nava.
Sea Life Bangkok's customers are split equally between Thais and foreign tourists.
"We are satisfied with our performance and have seen a rebound in visitors since the end of October. This makes us confident about the outlook next year," said Mr Noppadon.
Sea Life Bangkok aims to draw new customers and to increase the frequency of visits from existing customers.
Siam Paragon will allocate 250 million baht to renovate the complex next year.
"With fiercer competition in Thailand, retail complexes will no longer be just places to buy products but also places to offer experiences to customers," said Mayuree Chaipromprasith, senior chief marketing officer at Siam Paragon.
The retail company will adjust its store image to be more modern. New products and services will be launched including flagship stores from international brands. They include Baige, a multi-brand store that sells fashion labels and accessories from Nina Ricci, Oscar de la Renta and others, and The One & Only Shoes store.
Siam Paragon attracts about 200,000 shoppers daily, of whom 60% are locals. Most tourists are from Russia, mainland China and Hong Kong and have high spending power.