Universal Studios Florida, Sea World of Florida and Wet 'n Wild announce marketing alliance

Business Wire, March 14, 1996

ORLANDO, Fla.--(BUSINESS WIRE)--March 14, 1996--Universal Studios Florida, Sea World of Florida and Wet 'n Wild have united in a marketing alliance to benefit consumers and build tourism in Central Florida, creating an innovative new destination package that combines all three attractions.

This new cooperative effort will allow each attraction to be as competitive as possible in a demanding marketplace by offering consumers exceptional savings in an inclusive destination experience at value prices. The alliance has already reached agreements with six major hotels and motels in Central Florida to provide accommodations as part of the package. It also will offer travelers free shuttle-bus service between the hotels and attractions, enhancing transportation through the International Drive, Highway 192 and the Lake Buena Vista area.

"We have created a strong, new product with great consumer appeal, and we will devote significant resources toward marketing it nationally and internationally," said Tom Williams, president and chief operating officer of Universal Studios Florida. "Our vision is to offer a seamless, high-quality vacation experience rather than three separate attraction experiences. We will offer consumers a real value and a quality vacation experience which will increase business for each attraction and further increase interest in Central Florida as a tourism destination."

The new Universal City Travel Co. will play a major role in organizing and marketing the package. The travel company was formed in November 1995 to create and market travel packages along with Universal Studios Florida travel industry partners.

Specifics of the joint marketing alliance between Universal Studios Florida, Sea World of Florida and Wet 'n Wild include - but will not be limited to - the following:

-- A multi-day, multi-park Value Pass that will allow guests to

travel between all three parks at value prices and with

unlimited admission. The five-day, three-park Value Pass is

priced at $89.95 (plus tax) for adults and $72.95 (plus tax)

for children 3-9 years old.

-- A joint-marketing program that will generate advertising and

publicity to promote the shared product - and Central Florida.

-- Agreements with local hotels and motels to provide rooms as

part of the package.

-- Free shuttle transportation between participating hotels and

attractions.

-- Guest service desks staffed and operated by the Universal

City Travel Co.

In addition, the alliance has discussed a possible early park admission program that will allow guests to enter the park before regular hours.

"We know that working together builds a destination, is good for business and provides value to consumers," said Bill Davis, Sea World of Florida's executive vice president and general manager. "Travelers demand value, packages and a unique destination experience. We will give them precisely that. And the benefits will spread through the entire industry."

The new agreement will provide guests with a single, unified experience while in Central Florida. While they will visit multiple attractions, guests will feel they are at one destination.

"This will give the International Drive area a real identity, which will benefit guests, the attractions and local merchants," said Michael Black, president of Wet 'n Wild. "Our guests tell us they want a seamless experience and we are giving it to them. Our new product will encourage people to visit Central Florida -- and to keep coming back."

Further details of this new program will be announced shortly.

CONTACT: Universal Studios

Jim Canfield, 407/354-6070

or

Sea World

Nick Gollattscheck, 407/363-2280

or

Wet 'n Wild

Ginger Taggart, 407/354-2081