SeaWorld Entertainment Inc. has launched a new print and cable TV campaign, called ‘Meet the Animals”,’ aimed at rebuilding its damaged public image.
The campaign launch comes ahead of the release of a book written by former SeaWorld trainer John Hargrove entitled ‘Beneath the Surface,’ which could heap more misery on the company.
The campaign will put animals center stage to highlight up-close personal interaction, and starts with ‘Leon’ a nine year old sea lion.
“‘The ‘Meet the Animals’ campaign emphasizes the power of a visit to make a lasting connection between animals and people,” said Peter Frey, senior marketing officer of SeaWorld.
“We can continue to put coaster and other types of attractions in there but at the end of the day, people want to connect with our animals. It’s what separates us from everyone else.”
The campaign is in addition to its planned brand reputation campaign which will be rolled out in the coming weeks.
