Marketers often share a common goal: to engage in thrilling projects where their efforts and talents gain recognition. Franklin Law, the current Marketing Director at Hong Kong Ocean Park, embodies this ambition perfectly. A few years ago, like many other tourist attractions, Ocean Park faced operational challenges due to the impact of the pandemic. Despite facing questions and uncertainty from his friends, Franklin made a bold decision to step out of his comfort zone and join the Marketing team at Ocean Park. Driven by a strong belief that the tourism sector in Hong Kong would eventually recover, he led a cohesive team effort to navigate through the challenges. This pivotal moment marked a new chapter in his career development.
 
Advancing from Undergraduate Studies to an MBA: Stepping Towards Goals
Considered the relatively good performance in business subjects in his senior secondary education, Franklin selected BBA programmes as his top-ranked programs in Joint University Programmes Admissions System (JUPAS). The result is not as good as he expected and he almost missed the chance to pursue a Bachelor’s Degree back then.  Despite this initial setback, life is full of twists and turns. Ultimately, Franklin secured a spot in the Marketing and International Business program at Lingnan University, an opportunity he was determined to make the most of.  During his university years, Franklin’s outgoing and sociable nature made him a standout. His hallmates recommended him to become the Chairperson of Hall B’s Student Association, where he fostered connections and organized various events. Hot-pot gatherings and event-hosting became integral parts of his vibrant student life, as he surrounded himself with like-minded friends who shared his passion for making the most of his university experience.
 
After graduation, Franklin took what could be considered a more “traditional” path, focusing intently on advancing his career.  Over the course of 5-6 years, he explored diverse roles, from retail, sales planning and marketing, accumulating a wealth of valuable experience along the way.  Driven by a desire to further expand his professional network and deepen his business acumen, Franklin then made the decision to pursue an MBA (Master of Business Administrations) degree.  As he explains, “I was quite determined about my goal during the preceding two years.”
 
From Retail Experience to Pursuing Breakthroughs: A Turning Point in His First Job
Reflecting on his first job after graduation, Franklin worked as a graduate trainee at Hong Kong Telecommunications (HKT).  He candidly admits that he initially struggled to adapt while working on the frontline, selling products in a retail store setting. However, he soon realized the value of this frontline experience, as it allowed him to gain a deeper understanding of the market landscape and customer needs.  After a year, he was internally rotated to a backend position, where he was responsible for developing sales strategy for mobile subscription services and personal computers. 

Due to his outstanding performance over the years, Franklin was appointed as a store manager at the flagship store and played a key role in creating a new brand image and improving service quality. Driven by a strong desire to work in marketing, Franklin actively sought out new opportunities.  His efforts paid off when he successfully transitioned to the marketing department at Now TV, where he was responsible for promoting sports programs like the Premier League, NBA, and Formula 1—a dream job for many. Franklin’s creative ideas were furled by his commitment to staying informed through online sports news.
 
Continuing to push the boundaries of his career, Franklin later transitioned to another role within the Consumer Group, where he focused on marketing Smart Living and Smart Home solutions.  In 2016, Franklin was honoured to be a key member of the collaborations between HKT and CLP Group.  In this role, he played a pivotal part in establishing the “Smart Charge” brand, which offered comprehensive electric vehicle (EV) charging solutions in Hong Kong to meet the increasing market demand.  Franklin’s journey exemplifies his adaptability, innovative mindset, and relentless pursuit of growth. 
 
Bold Leap into the Golden Period of His Career: Joining a Theme Park
Two years ago, Franklin made a courageous decision to step out of his comfort zone and assume the role of Marketing Director at Ocean Park during the COVID-19 pandemic. Despite queries from his friends, he maintained unwavering faith that the Park would eventually return to normalcy once the pandemic subsided. Driven by this belief, he contributed to the park’s revival through strategic marketing planning, charting a new course for its development.
 
The genuine passion Franklin held for his work was evident in the sparkle of his eyes when discussing his daily responsibilities. “Our primary focus revolves around promoting Ocean Park Hong Kong and Water World to drive visitations from guests around the world” he explained. “This includes targeted marketing efforts for the local market, Mainland China, Southeast Asia, and even overseas. Our responsibilities encompass pricing strategy for single-admission tickets and annual passes, defining offerings and entitlements, special promotions and promoting via digital campaigns and various social media platforms.”
 
In addition, Franklin’s team actively promotes festive events at Ocean Park, such as the popular Summer Splash and Halloween Fest, while collaborating closely with the Entertainment Team to generate innovative ideas. Beyond the marketing and strategic planning efforts, Franklin also plays a role in engaging with various stakeholders to share the conservation and education initiatives undertaken by Ocean Park.
 
Embracing Challenges Post-Pandemic: Exploring New Approaches
Ocean Park faced a significant challenge when it had to temporarily suspend its operation in compliance with the Government’s directives during the height of the pandemic.  However, upon reopening, Franklin expressed great joy, although he acknowledged that this also presented a considerable challenge for this team.  “Prior to the border reopening, our focus had been primarily on engaging with the local market.  But after the reopening, guests from Mainland China, Southeast Asia, and overseas became equally important.  With the rise in popularity of platforms like Little Red Book and Douyin during the pandemic, we had to make adjustments in resource allocation, copywriting, conceptualization and promotional timelines to effectively reach more audiences. This brought considerable changes for the team.
 
For example, in terms of promotional timelines, previously we could concentrate on promoting to local guests, and one month prior to the event was sufficient. However, when targeting tourists, a longer planning period is required."  In the face of these challenges, Franklin is courageous in his willingness to try new things and explore different approaches.  Apart from reviewing successful past promotional campaigns within the park, he also reaches out to industry experts and agencies to stay updated on the current market.  "Existing promotional channels, both online and offline, will inevitably encounter bottlenecks. Therefore, it is important to allocate resources wisely and experiment.  Whatever it is success or not, you will learn from each attempt and discover breakthroughs. Otherwise, you will be left behind and quickly phased out."
 
Franklin highlighted the park’s exploration of several new business models in the last two years.  For instance, Halloween Fest has benefited from third-party collaborations, which have infused innovative elements while simultaneously leverage each party’s resources.  Similarly, the outdoor music venue near Water World represents a fresh project co-organized by the Park and its business partners.  Beyond exploring new business models, the team is also committed to enhancing the bond between guests and the Park, aiming to foster increased interaction and deliver an overall improved experience.
 
Encouraging Students to Engage in Networking Events and Develop Business Skills
Despite his busy schedule, Franklin is enthusiastic about giving back to Lingnan. He participates in Postgraduate Mentorship Programme and joins the Alumni Club this year, aiming to inspire younger students. He encourages students to participate in networking events and expand their connections across different industries to enrich their learning experiences and broaden their horizons. He also emphasizes the importance of being considerate. "Before meeting with your boss, take time to understand their current projects. This preparation can provide insights into potential questions, allowing for more informed responses. While it’s impossible to anticipate every query, showing that you’ve made an effort can be very impactful."

Franklin also places great importance on soft skills for interview. "It's more important to demonstrate how you plan to solve difficult problems rather than the solution itself. If you approach problem-solving with a positive and logical mindset, there may be situations where you lack experience and cannot find a solution, but your supervisor will surely assist you. Conversely, if you start with a negative mindset, you may exacerbate the problem. Moreover, while many students are well-versed in marketing theories, applying critical thinking to real-world scenarios and conveying your thought process to the interviewer is essential."