SeaWorld launches ‘Meet the Animals’ ad campaign

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T0323SEAWORLDLEON.JPG
Leon, a sea lion at SeaWorld San Antonio.

SeaWorld Entertainment introduced a "Meet the Animals" marketing campaign, with an emphasis on up-close and personal connections with sea life.

The campaign will showcase individual animals at SeaWorld with a focus on their character and personality, and will invite guests to visit the animals at the park.

The campaign will include ads that air on cable networks and print ads in local markets near SeaWorld’s three theme parks in Orlando, San Antonio and San Diego. The marketing initiative will also have a strong digital component. 

The first ad in the series invites visitors to meet Leon, a 9-year-old sea lion residing at SeaWorld San Antonio.

The sea lion and otter show at SeaWorld’s San Diego park, “Sea Lions Live,” has been suspended, “to allow additional animal caretakers from the park to assist in the rescue and rehabilitation effort” of sea lions in California, SeaWorld stated in a release about the new ad campaign.

The campaign comes as SeaWorld has seen its theme park attendance drop in the wake of negative publicity about the company’s treatments of animals spurred by the 2013 documentary “Blackfish” about killer whales at SeaWorld.

The company is undergoing management changes. In January, former SeaWorld CEO Jim Atchison stepped down and Chairman David D'Alessandro took over as interim CEO. The Orlando-based company has stated that it expects to select a new CEO within the next four to seven months.

SeaWorld stated that the new ad campaign is independent of the company’s brand-reputation campaign, which will begin in the coming weeks.

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