WARNER Village Theme Parks is kicking off a national advertising campaign to launch Sea World’s new Shark Bay attraction with plans to also take the campaign to the UK, Singapore and Taiwan to target potential overseas visitors.
The series of television and cinema commercials was created for—and in—the biggest shark lagoon in the world, as part of a national $2m campaign, which also includes print and radio.
George Patterson Partners deputy managing director Stephen said filming of the commercials “stars” present a major challenge for the crew.
“We’ve worked with Dolphins, Sea Lions and even Polar Bears in the past but Shark Bay posed a whole new challenge for our creative teams and production people,” he said.
Warners director of marketing Ken Minnikin said the decision was made early in the production process not to use documentary stock footage of sharks for the commercials.
“We wanted people to gain a real appreciation of the true scale of the sharks that they’ll see at Shark Bay. This is not just another shark show at an aquarium, these species of sharks sit at the very top of the food chain.”
The ads aim to capture the awe and adrenalin rush of an “up close and personal” encounter with a shark that is offered by the lagoon where divers and snorkellers are separated from the sharks by just a thin wall of glass.
Credits: Agency George Patterson Partners Brisbane, creatives Ron Weideman and Simon Mathias, producer Dan Fawcett, director Ron Johanson (Roly Picture Picture Company), additional high-definition underwater sequences shot by Ross Isaacs, post production Beeps.
The ads are already being reworked for release in the U.K, Singapore and Taiwan markets.