Lonely Planet Writer

SeaWorld launches new brand campaign as visitors fall post Blackfish

SeaWorld's controversial Shamu show.
SeaWorld’s controversial Shamu show. Image by Josh Hallett / CC BY 2.0

SeaWorld Entertainment Inc has unveiled a new $10-million brand campaign that aims to take on the critics of its marine parks and staunch dwindling attendance. Print advertising in major national and local newspapers as well as TV ads and online videos will feature SeaWorld veterinarians and researchers giving a ‘behind the scenes’ look at the work they do in its parks. They are also launching a new website, AskSeaWorld.com. SeaWorld has suffered two years of falling visitor numbers and stock prices since the release of the 2013 documentary Blackfish which criticised the treatment of killer whales at its Orlando marine park. Read more: bloomberg.com