SeaWorld Goes On Offensive Against Critics

(RTTNews) - SeaWorld Entertainment Inc. (SEAS) has launched a new marketing campaign to deal with declining attendance and revenues that were affected after a documentary severely criticized SeaWorld's treatment of killer whales.

Orlando, Florida-based SeaWorld on Monday launched a new advertising campaign highlighting its care of killer whales and contributions to protect whales both in human care and in the wild.

"There's been a lot of misinformation and even lies spread about SeaWorld, and we recognize that it has caused some people to have questions about the welfare of killer whales in human care," said Interim CEO David D'Alessandro.

"This long-term campaign will address those questions head on. We want to provide the facts, so people can make up their own minds on this important issue," he added.

The print and video advertisements will feature SeaWorld veterinarians, researchers and other members of the company's team of 1,500 animal care experts. The experts will explain how SeaWorld cares for its killer whales, while also refute the claims of animal rights activists.

The company also plans to commit $10 million to study endangered killer whales in the wild.

The criticism on SeaWorld started with the 2013 documentary film "Blackfish," which was about Tilikum, a captive killer whale who was involved in the deaths of three individuals. The documentary also noted the lower life spans of captive killer whales and their increased aggression during the captivity.

The film severely affected the aquatic amusement park's attendance and revenues. For the fourth quarter 2014, attendance dropped to 4.4 million visitors from 4.5 million a year earlier.

CEO Jim Atchison had to resign from the company and its stock plunged about 44 percent last year. Last week, SeaWorld appointed Joel Manby as CEO.