United Parks & Resorts is gearing up to launch SeaWorld’s first major marketing campaign in six years on April 1st. The campaign, titled “So Many Worlds to Love,” is in celebration of SeaWorld’s 60th anniversary. Developed in collaboration with the creative agency Innocean USA, this campaign aims to showcase the diverse experiences available at SeaWorld’s parks.
The “So Many Worlds to Love” campaign follows a real family of four as they explore SeaWorld’s parks. Each aspect of their journey is highlighted through different “worlds,” such as “AllTheFeelsWorld” where they meet penguins, “ZeroGravityWorld” where they ride roller coasters, and “BestDayEverWorld” where a young boy peacefully naps in his car seat. The campaign is built on the idea of uncovering the hidden gems of the SeaWorld experience that both current and potential guests may not be aware of.
One of the key elements of this campaign is the use of a real family rather than traditional actors. This choice adds authenticity to the ads, making the experience seem more relatable to viewers. In a heartwarming final shot, the young boy holds a stuffed Orca whale toy, symbolizing the unique educational and inspiring aspects of SeaWorld. Chief Marketing and Communications Officer, Marisa Thalberg, believes that SeaWorld has the potential to ignite a passion for marine biology and veterinary sciences in young visitors, setting it apart from other theme parks.
Thalberg, who has previously worked in executive marketing roles at Estee Lauder Companies, Taco Bell, and Lowe’s Companies, views SeaWorld as a blend of entertainment and hospitality. She recognizes the untold story of SeaWorld’s experience and aims to shed light on it through this campaign. While SeaWorld regularly shares updates on new attractions and events, this campaign marks a significant shift in their marketing approach. Thalberg hopes to appeal to a broader audience beyond SeaWorld’s core fans by showcasing the magic and wonder of the parks.
The “So Many Worlds to Love” campaign will be featured online on streaming services and social media platforms. Additionally, it will be broadcast in key domestic markets where SeaWorld parks are located, including Orlando, San Diego, and San Antonio. As SeaWorld celebrates its 60th anniversary, visitors can look forward to a host of new entertainment offerings and exclusive merchandise.
United Parks & Resorts’ upcoming marketing campaign for SeaWorld represents a fresh approach to engaging with audiences and redefining the park experience for a new generation. By highlighting the diverse worlds within SeaWorld and inspiring young visitors to pursue careers in marine biology and veterinary sciences, the campaign aims to create a lasting impact and foster a deeper connection with the brand. As SeaWorld embraces this new era of storytelling and innovation, we can expect to see more exciting developments in the years to come.