UNDERWATER WORLD SINGAPORE |
Overview |
Opened IN 1991, Underwater World Singapore (UWS) covers a land area of 2.5 hectares. It features over 2,500 animals from more than 250 species. A Dolphin Lagoon was added in March 2000. Combining a range of interactive exhibits, UWS has since 1991 attracted more than 20 million visitors. Visitors in 2007 reached 1.7 million, up from 1.56 million in 2005. Of these at least half are family groups. |
Strategy |
Mission |
Positioning itself as a place that everyone wants to visit, UWS aims to inspire the appreciation and conservation of marine life by providing a rewarding and fun experience that touches the heart of every guest. |
Product & Service Mix |
To provide an entertaining time for the whole family, UWS has a range of shows and interactive exhibits that aims to provide fun, leisure and educational experiences.
Special programmes such as Living in the Ocean Sleepover, Hands-on Educational Fun Workshops, and the Ocean Ambassador, encourage fun learning and understanding of the undersea life and its fragility. There are various Dive programs, allowing visitors to get up close to sharks, dugongs or dolphins. |
Marketing & Promotions |
UWS provides a range of promotions and packages that encourage a wide range of customers, including families. These include special pricing such as School rates for Students, Teachers and Parents; and special rates for accompanying friends or family during in-house programs. Packages include the Ocean Jewels packages for a wide range of participants; Submarine packages; Family Days and promotions during school holidays. The Coral Club is a membership programme targeted at Students |
Service |
Service Attitude |
UWS staff are trained to engage visitors and families in a friendly and welcoming manner. Its iCare programme is designed to empower staff to suggest improvements that are aimed at delighting customers. |
Nurturing service care |
With the focus on ensuring a fun and educational experience, UWS provides a multilingual webpage to prepare visitors for a delightful experience. On site, vivid and educational collaterals line the halls and walls, leading visitors from one highlight to the next. Multilingual audio aids and brochures are available for visitors’ use.
Show guides are trained to engage visitors in their shows, and there are photo opportunities to record the experience. |
Safety first |
UWS has established systems to communicate safety issues to visitors, such as providing signage on safety on the travelator.
Staff are trained to anticipate situations and service training includes the handling of emergency situations such as assisting lost children. |
Infrastructure |
Access & Layout |
Practicing the principles of barrier free-access, UWS provides easy access to visitors of all levels of mobility. Wheelchairs and lifts are available to move those less mobile from one level to the next. |
Facilities |
Facilities include retail merchandise and toys, and food & beverage that serve a cross section of meals, including children meals. The new Souvenir House has wide aisles well suited for prams & wheelchairs
Convenient and comfortable rest areas and seats are available for families, especially tired children and the elderly.
For visitors taking part in interactive programmes, such as the Dive programmes, there are changing rooms, lockers and other amenities. |
