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Cronin Breaks TV Spots for Mystic Aquarium

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New exhibits and old favorites are the focus of Cronin & Co.'s latest TV campaign for Connecticut's Mystic Aquarium.

Five 15-second spots are being released in coming months. The first, titled "Lions of the Sea," promotes the aquarium's sea lion exhibit. The spot features a frolicking sea lion with a roar that sounds like a laugh. "Looks like a sea lion. Acts like a ham," the spot promises, concluding, "Our new Lions of the Sea show will make you roar."

Another spot promotes the aquarium's long-running beluga whale exhibit, the only one of its kind in New England. Suspenseful music and shots of a beluga's tail and body form the background for on-screen notes that read, "3,000 pounds" and "Voracious appetite." The next frame shows a close-up of the creature's face while gentler music plays and the words "Total cream puff" appear on the screen.

The spots will air on local network affiliates in Connecticut, Rhode Island and Westchester County, N.Y., often back-to-back.

Annual ad spending by the client has been in the six figures.

The aim of the campaign is to build awareness of and encourage repeat visits to the aquarium's frequently changing exhibits, according to Steve Wolfberg, chief creative officer at Cronin in Glastonbury, Conn.

"By doing back-to-back spots, we'll show you all there is to offer at Mystic," Wolfberg said. "It's a great place to learn and have fun."

Cronin has held the Aquarium account since 1997. Previous ads highlighting unusual sea creatures carried the tag, "It's a big, weird world down there." The new ads do not have a specific tagline.

Scheduled to debut later in the summer are a spot showcasing the aquarium's popular penguins exhibit, a general information spot describing special events, and a commercial promoting "Noah's Flood and Ancient Shipwrecks," an educational display of remotely operated deep-sea vehicles, which is set to open in September.

Cronin is also creating small-space newspaper ads, radio spots and posters that will appear in Rhode Island's T.F. Greene International Airport.