Marineland Dolphin Adventure

• CLIENT — The world’s first oceanarium, Marineland has shared the wonders of aquatic life with generations of visitors through unforgettable dolphin experiences;

• MARKETING CHALLENGE — After being in business since 1938, this pioneering Florida attraction suffered from many years of declining visitation and revenue – even after being purchased by Georgia Aquarium;

• PRIMARY RESEARCH — We launched an awareness study that revealed little top-of-mind awareness for Marineland, with many prospects thinking the attraction had closed;

• CREATIVE SOLUTION — We developed an in-depth Strategic Marketing Plan that included a comprehensive program of attraction revitalization, a grand reopening, and the implementation of new guest experiences. An integrated marketing campaign featured television advertising and public relations (to raise broad awareness), digital and social media marketing (to drive online sales), and a new website; and

• RESULTS — Awareness and revenue increased dramatically as a result of the campaign. Audience reach increased over 4,000% in one year, with public relations media value of over $1 million, and the attraction had the highest revenue in its 80-year history.