Ocean Dream Samudra: Branding & Visitor Experience Strategy for Edutainment

Ocean Dream Samudra is an edutainment theme park under PT Pembangunan Jaya Ancol Tbk., combining marine conservation education with family entertainment. This university team project focused on enhancing branding and visitor experience while reinforcing the park’s educational mission.

Project Information

Client
PT Pembangunan Jaya Ancol Tbk. — Ocean Dream Samudra

Project Duration
Dec 2, 2022 – Jan 12, 2023

Role
Leader, Strategic Planner, Marketing Strategy

Responsibilities
Marketing, Strategic Planning, Team Leadership

Team Members

• Michelle Arifin Gouw
• Valerie Richie
• Beatrice Adabella Widjaja
• Michael Angelo
• Tifanny Kwa
• Debora Naftaliana Kristanto

Project Overview

The project aimed to:

• Strengthen Ocean Dream Samudra’s brand identity
• Improve visitor engagement and learning experience
• Expand educational reach beyond physical park visits

The challenge was balancing entertainment and education without diluting either.

Strategic Insights

Market analysis identified diverse visitor segments:

• Young families
• Students and schools
• Curious first-time visitors

The strategy focused on storytelling and character-led education to make conservation more approachable and memorable.

Marketing & Experience Innovations

Interactive Educational Experiences

• Tablet-based learning activities
• Visual displays explaining marine life and conservation

Branded Character Engagement

• Introduction of branded characters such as Cindy the Sea Lion
• Characters used both on-site and in digital content to build familiarity

Virtual Learning Platform

• Guided virtual tours for schools
• Interactive sessions led by trained staff
• Extended educational reach beyond the park

Immersive Attractions

• Animated character guides welcoming visitors
• Fishy Projector Floor for interactive learning
• Immersive attractions designed for various age groups

Digital Expansion

• Educational YouTube channel featuring short, engaging marine content
• Collaborations with schools for virtual field trips

These initiatives positioned the park as both an entertainment venue and an educational resource.

Results & Impact

• Stronger brand recognition
• Increased engagement across physical and digital platforms
• Enhanced educational value for visitors and schools

Lessons Learned

• Storytelling strengthens emotional connection in education
• Digital platforms extend impact beyond physical spaces
• Persona-based segmentation improves engagement
• Combining education with entertainment enhances retention
• Digital resilience supports long-term relevance

Recognition

• 1st Place — Ocean Dream Samudra

Guest Case Contributor, University Final Project

Conclusion

This project demonstrated how strategic branding, storytelling, and digital tools can transform an edutainment space into a holistic learning experience — accessible, engaging, and impactful.