NEW YORK, March 11 /PRNewswire/ -- After an eight-year expansion push and
hundreds of millions of dollars in investment since the acquisition by
Anheuser-Busch Cos., Inc., SeaWorld today unveiled a new identity and
positioning to reflect the evolution of the highly popular parks.
    "Thirty-four years ago this month, SeaWorld was born in San Diego
and set the standard for a new type of entertainment experience," said
John B. Roberts, chairman and president of Busch Entertainment Corp.
"Today, we are delighted to announce the most important evolution in
the history of our brand -- the launch of the new SeaWorld Adventure
Parks."
    Significant expansion at all four SeaWorld parks - in Orlando,
Fla., San Diego, Calif., San Antonio, Texas and Cleveland, Ohio - made
it necessary to find a new way to describe SeaWorld, Roberts said in an
announcement today to national news media and travel-industry partners
in New York.
    "The addition of 'Adventure Parks' to the name, and the new brand
logo unveiled today, reflects the transformation of SeaWorld," he said.
"These parks are not simply aquariums or marine theme parks.  SeaWorld
truly is a new breed of entertainment park - an Adventure Park."
    The new graphic identity was introduced at the four parks today
and will be phased in on signage, printed materials, advertising and
other items over the next year.
    In addition, SeaWorld has developed a special seal for its
popular icon, Shamu the killer whale, that will be used throughout the
parks and on licensed merchandise.
    Roberts said that when Anheuser-Busch Cos., Inc. purchased
SeaWorld in 1989, it acquired a brand with high awareness and a quality
reputation.  "Even so, we had to look to the future of the SeaWorld
parks and ensure they would be just as strong in 1999, 2009 and
beyond," he said.
    "By talking to our guests, and thanks in large measure to the
commitment of Anheuser-Busch, we set about to make SeaWorld even
better," Roberts said.  To date, that effort comprises dozens of new
attractions, shows, facilities upgrades and a stronger focus on theming
and active adventures.
    Typical of SeaWorld's new attractions:
    -- Journey to Atlantis, an attraction that combines a water ride,
       roller coaster and high-tech special effects, opening at SeaWorld
       Orlando in April.  It is the largest and most significant new
       attraction in the history of Busch Entertainment Corp.
    -- The Great White, the only inverted roller coaster in the
       Southwest, introduced at SeaWorld San Antonio in 1997.
    -- Wild Arctic, a ride that takes guests at SeaWorld in Orlando and
       San Diego on a simulated helicopter ride to the North Pole where
       they interact with live polar bears, beluga whales, harbor seals
       and walruses in a research station built amid a 19th century
       shipwreck.
    -- Pirates!, a high-tech 4-D special-effects film adventure starring
       Leslie Nielsen, at SeaWorld Cleveland.

    "Over the years to come, we are committed to offering SeaWorld
guests breakthrough new attractions -- thrilling adventure rides,
state-of-the-art roller coasters, immersive animal attractions and
all-new shows," Roberts said.
    The relaunch of the SeaWorld brand will be supported by
aggressive national advertising and promotions, said Chris Shea, vice
president of marketing for Busch Entertainment Corp.
    A national brand campaign will run on network and cable
television and in print media, he said, and park brand advertising will
use a variety of media in target markets.  A number of national and
market-specific promotions throughout the year will reinforce the new
brand identity and adventure positioning.
    "Our new identity represents what the new SeaWorld Adventure
Parks offer our guests today -- fun, thrills, activity and variety,"
Shea said.  "The relaunch of the SeaWorld brand symbolizes a whole new
philosophy, not only of who we are, but how we talk about ourselves.
This transformation will be executed through all of our marketing
efforts:  advertising, promotions, sales collateral and public
relations."
    The new brand identity was developed by Landor and Associates,
San Francisco, a leading brand consultant.  DDB Needham, Chicago, is
lead agency on the national brand advertising campaign.  Fleishman-Hillard St.
Louis will execute a national public relations campaign.
    In addition to the four SeaWorld Adventure Parks, St. Louis-based
Busch Entertainment Corp. operates Busch Gardens parks in Tampa Bay and
Williamsburg, Va.; Sesame Place near Philadelphia; Adventure Island in
Tampa Bay; and Water Country USA in Williamsburg.  The nine parks
entertain more than 21 million guests a year and employ more than
15,000 people.  A leader in animal rescue, care and conservation,
SeaWorld and Busch Gardens maintain the largest animal population of
any institution in the world.

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