United Parks & Resorts on April 1 will launch SeaWorld's first major marketing campaign in six years. The "So Many Worlds to Love" campaign corresponds with the 60th anniversary of SeaWorld.
The campaign, which was developed in partnership with creative agency Innocean USA, follows a real family of four as they experience SeaWorld's parks. An overlay of text describes the different "worlds" they are exploring, like "AllTheFeelsWorld" (meeting a penguin), "ZeroGravityWorld" (riding a roller coaster) and "BestDayEverWorld" (a little boy asleep in his car seat).
The campaign was designed around what existing and prospective guests value and what would make them want to visit a SeaWorld park, according to Marisa Thalberg, United Parks & Resorts' chief marketing and communications officer.
"What we learn, I think, is this idea that there's so much more to the experience than people realize," Thalberg said.
The campaign highlights those different "worlds," from the thrilling to interacting with marine animals and beyond.
The family in the campaign is a real family, Thalberg said, bringing realism to the ads as they are not traditional actors.
In the final shot, the napping boy is holding a stuffed Orca whale toy. She said it connotes what she views as a differentiator for SeaWorld.
Photo Credit: United Parks & Resorts
"Children come away from a theme park and they might just be like, 'Oh, I want to be a princess,' or 'I want to be a dancer,'" Thalberg said. "In our case, they can come away saying, 'I want to be a marine biologist. I want to become a veterinarian.' I think that's really, really magical."
Thalberg joined SeaWorld nearly a year ago. She previously held executive marketing roles at Estee Lauder Companies, Taco Bell and, most recently, Lowe's Companies. She was drawn to SeaWorld because it blends two industries she has enjoyed working in before: entertainment and hospitality.
"With regards to the SeaWorld brand in particular, there really is such a bigger, better story to tell about the experience that I don't think is as well understood by people outside of our core fans," she said. "I think that's what this new campaign really represents."
While SeaWorld regularly releases messaging about new attractions and events, this is its first major campaign in six years. It will appear online on streaming services and social media. It is also being broadcast in key domestic markets where its parks are located: Orlando, San Diego and San Antonio.
During SeaWorld's 60th anniversary this year, park visitors can expect plenty of festivities, including new entertainment and special merchandise.