How can Sea Life’s international brand delight local markets & attract the repeat-visit loyalty of local families?

6 workshops

4countries: Australia, New Zealand, UK, USA

  • Co-creative workshop
  • Collaborative approach
  • Ideation
  • Trends analysis
The Opportunity

Sea Life is a multi-national chain of sea life-themed aquarium attractions (including standalone Sea Life centres and mini Sea Life features within resort theme parks), owned by the British company, Merlin Entertainments. The goal of this project was to identify concepts for new exhibits and themes, which could work across all Sea Life sites around the world, by exploring the viability of each attraction within the context of its local culture. 

Our Approach

We designed a series of co-creative workshops that were implemented across Sea Life’s key markets, facilitating collaborative ideation with recruited participant families. The workshop outputs were synthesised to reveal culturally specific insights, and then examined within the context of a broader analysis of family leisure/entertainment trends. 

Business Impact

The insights revealed by intO’s workshops inspired the development of new ideas that would create specific entertainment activities and exhibitions that could be enjoyed by visitors worldwide. Furthermore, our findings also identified simple adaptations that could be made to serve the unique requirements of each local market and meet varying consumer expectations across different regions.