Marco See is the head of corporate partnership in KidZania Kuala Lumpur and he is working with relevant partners from private and government agencies in creating educational content for visitors and at the same time helping these partners to achieve their objectives.
- Can you tell us a bit about Kidzania as a brand? It’s history and it’s brand values?
Kidzania started in Mexico City in 1999 and currently has 26 KidZania globally spanning across 20 countries. Our group owns two KidZania in Malaysia and Singapore. Our brand value is to empower kids and also, to build a better future generation through entertainment content. KidZania is voted No.1 in the edutainment industry globally.
- What does it take to be a successful brand in Southeast Asia?
Strong original content, good marketing approach and always improving to keep up with consumers demand. In an attraction business, we need to keep improving constantly to match the market demand as well as to build wider and stronger partnerships.
- How do you decide on which is the good partnerships or the bad ones?
The partner brand equity, brand history, and brand direction is the key. But most importantly, the value of the company or the brand needs to be aligned with us. A partnership is always a mutual program where both parties need to commit to it in order to reach the respective objectives.
- How do you decide when to do a partnership? and which have been the most successful ones?
When there is a need to improve certain key areas such as content, business process, or reaching for more market segment. In terms of attractions business in Southeast Asia, KidZania is the most successful as we have the most partners. In KL, we currently have more than 35 partners. Every partnership has its own success story. But I was to point out a couple of the more successful ones, it would be AirAsia (MNC) and Fipper (SME).
- How does your company carry out partnerships?
Various ways and methods, as partnerships are one of the key pillars for KidZania business, we create different proposals for different partners to align the interests and objectives that we would like to achieve together. Any partnership can be achieved with the right set of objectives and a desire to grow together.
- If you could change one thing about the process of partnerships, what would it be?
I have been working in the role of partnership for close to 10 years. Before coming into KidZania, I was in Petronas doing partnerships as well. The problem with the companies in Southeast Asia is that they don’t really understand the importance of partnership. In fact, partnerships are the best way to sustain a business. If I could change something, I would like to educate organizations across Southeast Asia on the importance of partnerships, as most of the business in the region do not understand its value and only do it ad-hoc when needed. Also, to explain that partnerships are a key tool in sustaining a business.
- What did it take to make Kidzania a successful brand?
Strong educational content which is supported by various partners. We are also constantly working to improve customer experience and the in-park offering to meet the market demand.
- How did you deal with or learn from failed partnerships?
One of the key things that I learned from previously failed partnerships is that the goals that we want to achieve are not aligned. If we can mutually agree on similar objectives and goals, the rate of failure will be significantly lower. However, all the reasons why partnerships fail will allow us to further improve for future partnership initiatives.
- What is one interesting insight you have as the Corporate Partnership?
One of the key reasons why I love this industry is that I get to meet people from different industries, including learning about the key challenges and business goals, of the respective industry. These insights allow us not to be mundane, as we will encounter different challenges with every partner.
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