GMO Promoting Deep-Sea Exhibit

Positions Monterey Bay Aquarium as a Resource, Not an Attraction
SAN FRANCISCO–Strange-looking creatures from the murky depths with names such as “translucent predatory tunicate” and “squat lobster” make a rare, above-sea-level appearance in a new ad campaign from Goldberg Moser O’Neill for the Monterey Bay Aquarium.
The ads, the first from the San Francisco agency since it won the account last year, break in the Bay Area later this month. The effort includes print, outdoor, radio and TV executions, and is being supported by $700,000 in media spending.
Print ads will break first, and will appear in Sunset magazine and select hotel magazines. Outdoor will appear at 60 Bay Area locations.
The campaign promotes the aquarium’s new “Mysteries of the Deep” exhibit, which has been years in the making and showcases rarely seen deep-sea creatures.
One print ad, featuring the squat lobster sitting on a rock, reads, “Total darkness. 3 tons of pressure per square inch.
39-degree water. Aahh, the comforts of home.” The white text stands out against the ad’s deep blue-black background.
The text continues, “The deep ocean may not meet everyone’s standard of luxury, but it does happen to be the largest habitat on the planet. This spring, visit over 50 species never before seen above sea level. … ‘Mysteries of the deep.'”
The ad includes the Monterey Bay Aquarium logo, Web site address and contact information.
“[The client] does not want the aquarium to be seen as an attraction like Disneyland, but a resource that is very involved with conservation and preservation of the world’s oceans and the creatures that live in them,” said Paul Carek, associate creative director and copywriter at GMO.
Radio spots use stories of discovery, such as the unearthing of the Rosetta stone, to encourage people to explore the mysteries of the deep firsthand, said Carek.
“We are trying to reach not only first-time visitors, but those who have been to the aquarium before,” said Carek. “We want them to realize it is an ever-changing place.”
Public service announcements with a deep-sea conservation theme break on TV and radio in April, and will be narrated by actor William H. Macy, Carek added.