Cronin Lands Mystic Marinelife

By Sarah Jones

BOSTON–Cronin & Co. in Glastonbury, Conn., last week emerged victorious in the review for Mystic Marinelife’s ad account.

Also vying for the $500,000 account were Mason & Madison of New Haven, Conn.; KGA of Middletown, Conn.; and O’Neal & Prelle of Hartford, Conn.

‘We really liked them based on two things,’ said Debbie Riggett, Mystic’s director of marketing, ‘the strength of their creative and their three-year vision for how they would work with us to transition us.’

‘It’s a great opportunity for us because certainly the category lends itself to great work, but we also see this helping us go to the next level,’ said agency head Bill Cronin. ‘It’s also a foot in the door in the whole tourism category.’

No additions to the Cronin staff are planned, Cronin said. The team participating in the pitch–Cronin, creative director Steve Wolfberg, director of client services Kimberly Manning, media director John Pastor, and account supervisor Leslie Stedman–will all work on the account.

‘Our vision of where they should go next was compatible with theirs,’ Cronin explained. ‘(It) is to take this attraction from a regional showcase to a world-class showcase.’

The aquarium is currently undergoing a $50 million expansion and restoration effort that will include a one-acre outdoor beluga whale exhibit, an aquatic animal study center to be used for critical care of stranded marine life and the formation of the Institute for Scientific Exploration.

The ISE, slated to open in 1999 along with the whale exhibit, will introduce landlubbers to deep-sea archaeology through oceanographer Dr. Robert Ballard, the discoverer of the Titanic.

The whale exhibit will allow the aquarium to continue its ongoing beluga breeding program which, according to Mystic’s public relations director Deb Adamson, currently involves a visiting male beluga whale named Winston, who is breeding with Mystic’s females Aurora, Kela and Naku.

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