The documented effects of loss of Reputation

Two years after the launch of BlackfishFollowing the release of a documentary attacking SeaWorld over its treatment of orcas held in captivity, the water park is still dealing with a drop in visitors, negative news, criticism from celebrities and a sustained campaign from opponents on social media.

In response, the organization is betting on its message and marketing efforts with a multi-faceted campaign designed to draw the public's attention away from these negative aspects.

Over the last year - and under the leadership of a new management team - SeaWorld has developed a multi-platform marketing and public relations campaign aimed at presenting a more human image of the organization and countering the accusations levelled against it. These efforts, which took the form of a reputation campaign alongside advertising and public relations, combined the efforts of the organization's Communications team and external consultants, in an investment valued at 10 million dollars.