Sydney Aquarium becomes Sea Life Sydney

July 10, 2012 3:17

A major new Sydney tourist attraction has undergone a rebrand by the company behind the London Eye and Madam Tussauds.

Sydney Aquarium has rebranded as Sea Life Sydney Aquarium after a $10m investment from the Merlin Entertainments Group.

The rebranding will kick in from September after a six-month overhaul to create a more interactive and educational experience.

The new Sea Life Sydney Aquarium will include new themed zones including a shark walk, a ray habitat, and interactive touch pool.

Colin Delaney

topics Marketing, Rebranding

Comments: 6 Add Comment

Ann 10 Jul 12

Change is as good as a holiday. I think the Aquarium name says what it is, the other does not

Dan 10 Jul 12

Seems a bit redundant. What else but sea life would you have in an aquarium?

Dan 10 Jul 12

Is the additional Sea Life bit for idiots who don’t know what aquarium means?

bob is a rabbit 10 Jul 12

I thought Sydney Aquarium sold fish tanks. Now I understand why they charge an entry fee…

chris 10 Jul 12

It will only be a successful if the rebranding is communicated to the market with free marketing by the media. This will be the only way the rebranding will get a ROI as it will remind people it still actually exists or didn’t know it existed in the first place. Certainly cant hurt if the cost of change doesn’t lead to new visitors.

Mike 11 Jul 12

Is it just me or does the new logo look like a number plate?

Sydney Aquarium becomes Sea Life Sydney

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