The embattled Seaworld brand’s latest campaign is From Park to Planet, with a successful ad that became the most liked ad of the 3rd quarter. Via Adweek:
While there’s nothing revolutionary about the ad or its creative approach, those cuddly rescued animals and feel-good vibes did really resonate with viewers. Still, it’s surprising, perhaps, especially considering the source, that “From Park to Planet” nosed out content ranging from GE’s inspirational “Meet Molly,” about an amazingly inventive young girl, and Walmart’s heart-tugging hurricane relief spot.
In fact, according to Ace Metrix, the SeaWorld spot “ranks as the single highest-rated travel ad” in the research group’s database, which dates back to 2010. “Viewers were moved by the powerful message, which was reinforced by beautiful visuals,” Ace says in a post published with the rankings. “After dealing with a tarnished reputation in recent years, SeaWorld successfully demonstrated to most viewers that they are committed to making a positive impact on this planet.”
Michael Rentiers, president of brands and advocacy at Push Digital, says that his shop—well-versed in crisis communications and political campaigns—chose to create inclusive content that emphasizes SeaWorld’s broader mission beyond its tarnished reputation as an entertainment venue.
“Our goal was to cut through the clutter and to present SeaWorld in a new light, with a larger mission that every SeaWorld guest contributes to,” he tells Adweek. “We wanted people to see that SeaWorld is a premier destination that is a force for good in the world. We absolutely feel like we are accomplishing our goal. A good political approach is about moving people to take action. We took a creative and emotional approach to a direct message: ‘Together, we can save the oceans and ocean animals, and have fun doing it.’”