SeaWorld Launches Multi-Million Dollar Reputation Campaign

But will it work?

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SeaWorld is NOT happy with its current status as a case study in bad PR, and the brand will spend millions this year on a multimedia campaign to counter the “misinformation” stemming from the Blackfish movie.

The first wave of the campaign includes a PR push, a series of YouTube videos, and a Q&A session with trainers. The company also promoted interim CEO Joel Manby to the CEO/president role yesterday.

Here’s one of the new YouTube videos addressing the “unfair criticism”:

…and here’s another one:

This campaign will also include print placements and national TV ads, but this isn’t just about Blackfish: a former employee named John Hargrove just released a book called Beneath the Surface in which he claims that SeaWorld “refuses to change its business model” despite the fact that its animals “are not healthy and they are not thriving.”




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