United Parks & Resorts is set to launch SeaWorld’s first major marketing campaign in six years, entitled “So Many Worlds to Love.” Developed in partnership with creative agency Innocean USA, the campaign is a celebration of SeaWorld’s 60th anniversary. It follows a real family of four as they explore the various parks and showcases the different “worlds” they encounter, such as “AllTheFeelsWorld,” “ZeroGravityWorld,” and “BestDayEverWorld.”
Marisa Thalberg, United Parks & Resorts’ chief marketing and communications officer, explains that the campaign is designed to highlight what existing and prospective guests value most about SeaWorld. It aims to showcase the variety of experiences available, from thrilling rides to close interactions with marine animals. Thalberg emphasizes that the campaign seeks to convey that there is more to the SeaWorld experience than meets the eye.
One of the unique aspects of the campaign is the use of a real family in the promotional materials. Thalberg believes that this adds a sense of authenticity to the ads, as the family members are not traditional actors. In one poignant scene, a young boy is shown sleeping while clutching a stuffed Orca whale toy, symbolizing the lasting impact of a visit to SeaWorld.
Thalberg, who joined SeaWorld less than a year ago, was drawn to the brand because it combines two industries she is passionate about: entertainment and hospitality. She believes that SeaWorld has a compelling story to tell, one that may not be fully understood by those outside of the core fanbase. The campaign aims to shed light on the unique experiences and educational opportunities available at SeaWorld parks.
While SeaWorld regularly promotes new attractions and events, this campaign marks a significant departure from its previous marketing efforts. The campaign will be featured online, on streaming services, and on social media platforms. Additionally, it will be broadcast in key domestic markets where SeaWorld parks are located. As SeaWorld celebrates its 60th anniversary this year, visitors can look forward to a host of special events, new entertainment offerings, and exclusive merchandise.
The “So Many Worlds to Love” campaign represents a new chapter for SeaWorld and a fresh approach to marketing the iconic brand. By highlighting the diverse experiences available at SeaWorld parks and emphasizing the educational opportunities for visitors of all ages, the campaign aims to attract a new generation of guests while engaging with the loyal fanbase. With its blend of entertainment, hospitality, and conservation, SeaWorld continues to captivate audiences and inspire a love for the ocean and its fascinating creatures.
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