History Will Be Kind (HWBK) has been appointed by Merlin Entertainments Group to support the launch of SEA LIFE Sydney Aquarium’s Penguin Island Expedition – the world’s first penguin exhibit with a ride.
Opening in November, the ride represents a $9 million investment and is SEA LIFE Sydney Aquarium’s biggest creature investment since opening 28 years ago.
It will allow visitors to get up close and personal with spectacular King and Gentoo Penguins during a captivating, sensory journey and be underpinned by a dedicated breeding and environmental education program.
Emma-Jane Granleese, managing partner of HWBK, said the team is thrilled to be making history with Sydney’s leading attraction.
“Along with being a world first and a pivotal launch in SEA LIFE Sydney Aquarium’s history, the opening of Penguin Island Expedition will mark the first time a colony of sub-Antarctic penguins call Sydney home. There are amazing stories to be unearthed and our diverse team of experts is perfectly positioned to tell these across channels,” she said.
HWBK’s remit will span strategy, content creation, media, social and influencer engagement to drive awareness, excitement and ticket sales, while also showcasing SEA LIFE Sydney’s Aquarium’s commitment to breed, rescue and protect these enchanting birds.
Kristy Brown, head of public relations ANZ at Merlin Entertainments Group, said Penguin Island Expedition will offer visitors total immersion in a brilliant replica of the penguins’ natural home, making it a must-visit attraction for local and international visitors alike.
“HWBK’s channel agnostic approach and commitment to delivering creative, content driven campaigns is compelling and unique in market. We believe the team has the skills, expertise and agility to ensure our launch lives up to its true potential.”
SEA LIFE Sydney Aquarium is one of the largest displays of aquatic life in the world, housing over 13,000 animals from 700 different species. They are owned and operated by the Merlin Entertainments Group, the world’s second largest attractions company.
The new client win is the latest addition to the agency’s expanding client roster, which includes other newly-signed partners Polycom and Oneflare.