NameQuest Case Study

 #1 New Sea World Attraction

Business Issue

The name Shamu is synonymous with Sea World adventure parks. Sea World management was developing ideas to increase attendance at their interactive and educational theme parks in both San Diego and Orlando. Bush Entertainment executives developed the concept of bringing the arctic experience to Sea World. The challenge was not only to design a memorable experience, it was to develop and select a verbal brand that would increase consumer interest and build attendance.


Brand Response

Using "Wild" in any animal attraction name was considered to be off limits. NameQuest developed and researched all options, including "Wild." Good thing. Consider the risk. The "Wild Arctic" attraction was the largest expansion in the history of Sea World and at any other Anheuser-Busch Theme Park. In a national phone survey of 377 respondents who had visited Florida, "Wild Arctic" was the second-most unaided new attraction mentioned for impacting a visitors' decision to visit a theme park. In-park surveys strongly confirmed that guests believed "Wild Arctic" delivered on its promises. The result, Wild Arctic helped Sea World achieve record attendance.