SeaWorld San Diego has launched its first major U.S. advertising campaign in six years. The campaign coincides with SeaWorld’s 60th anniversary. The original SeaWorld park opened in March 1964 in Mission Bay.
A SeaWorld spokesperson told Times of San Diego the “So Many Worlds to Love” campaign, which began in early April, includes placements on various media channels, including regional market broadcast TV, streaming TV and social media platforms. Media expenditures were not disclosed.
A 15-second and 30-second spot “allows you to experience the magic through the eyes of a real family as they discover the wonders of SeaWorld, from up-close animal encounters to the thrill of riding world-class roller coasters,” a statement said.
The spots highlight SeaWorld’s different “worlds” with heartwarming scenes overlayed with text that says “All The Feels World” (a boy petting a penguin), “Zero Gravity World” (children riding a roller coaster upside-down) and “Best Day Ever World” (a little boy napping in his car seat with a stuffed orca).
Creative agency Innocean, based in Huntington Beach, partnered with SeaWorld on the campaign.
Marisa Thalberg, SeaWorld chief marketing and communications officer, told Ad Age, an advertising industry trade publication, “It is an interesting moment to be introducing this because it does coincide with the official kick-off of the brand’s 60th-anniversary festivities.”
She told Ad Age that “So Many Worlds to Love” is “more of a brand campaign. It’s the first time we’ve done something completely new that’s not a redo of something we’d been working with already.
“We did some value proposition research and made up the methodology ourselves with our consumer insights team. We took different tracks at what makes the SeaWorld experience so worthwhile. Getting those learnings from current and prospective guests informed the brief to tell us we’re now ready to go take a fresh approach through upper funnel storytelling of answering what is SeaWorld and why is SeaWorld so special.”
The spokesperson’s statement to Times of San Diego said SeaWorld’s 60th year celebration is designed to reintroduce itself to a new generation by proudly showcasing its ongoing commitment to animal care and rescue, while doubling down on the thrills it’s always been known for.
SeaWorld theme parks are located in San Diego, Orlando, San Antonio and Abu Dhabi. Earlier this year, SeaWorld Entertainment, Inc. changed its name to United Parks & Resorts. The company’s seven brands include SeaWorld, Busch Gardens, Discovery Cove, Sesame Place, Water Country USA, Adventure Island and Aquatica.
Pro Surfers Partner with Rubio’s for Marketing Campaigns
San Diego-based Rubio’s Coastal Grill has announced future marketing campaigns will include participation by brothers Griffin and Crosby Colapinto, two of the country’s top professional surfers.
The marketing campaigns will feature VIP experiences, giveaways and product collaborations, a statement said.
“As Rubio’s celebrates 41 years, we are embracing our Baja roots, and that includes surf culture,” said Ralph Rubio, Rubio’s co-founder. “I took surf trips to Mexico as a student at San Diego State University, and we would eat fish tacos on the beach for breakfast, lunch and dinner. Griffin and Crosby are surfing superstars, we’re excited to fuel them up and cheer them on.”
Rubio’s said Griffin, 25, will compete on the 2024 U.S. Olympics team this summer, and Crosby, 22, recently qualified to compete on the 2024 World Surf League championship tour. A Rubio’s statement said, “Known for their incredible talent, they share a mutual love of the ocean, surfing and fish tacos with Rubio’s.”
Orange County Business Journal Names New Editor-in-Chief
Neal Koch, an award-winning business journalist, has been selected as editor-in-chief at the Orange County Business Journal, headquartered in Irvine.
The weekly business news publication said that Koch succeeds Mark Mueller, who will remain on the OCBJ editorial staff as community editor. Executive Editor Peter Brennan will continue in his current role.
“The Business Journal has been blessed with superb editors from Rick Reiff forward,” said Richard Reisman, OCBJ publisher. “Neal is a veteran business journalist who will continue that proud heritage and take us to new heights.”
Trained as a lawyer, Koch previously worked as deputy editor of the Los Angeles Business Journal, executive editor of the Pacific Coast Business Times, which covers Santa Barbara, Ventura and San Luis Obispo counties, and acting business editor of the since-closed Los Angeles Herald Examiner.
He also has been a contributor to The New York Times as a Sunday Business Executive Life columnist. His work also has appeared in Businessweek, Forbes, Institutional Investor, Worth, Los Angeles Times, Huffington Post, Inside and Columbia Journalism Review.
Koch also has served as an adjunct journalism professor at the University of Southern California and chaired juries for national and international journalism awards. Early in his career, he served as law clerk for a former U.S. attorney general and a federal district court judge.
“I feel enormously grateful for the opportunity to work with everyone at OCBJ, and to carry on the paper’s laudable legacy of providing the innovative Orange County business and civic communities with news and context to enhance opportunity and vibrancy in this truly unique part of the world,” Koch said.
Mindgruve and Kick It California Tackle Smoking
Mindgruve, a San Diego-based digital marketing agency, has announced a partnership with Kick It California, a taxpayer-funded, tobacco cessation program.
The agency said its collaboration focused on a redesign of an app formerly known as NoButts and NoVape, now rebranded as the Kick It app, which is tailored to aid users in their journey to quit smoking tobacco and vaping. The new Kick It app was launched at the beginning of this year.
A statement said the app includes a personalized dashboard including last-check-in, longest streak and money saved, along with a focus on positive reinforcement through messaging, graphics and badges and gamification elements, such as missions, tasks, games and distractions, similar to meditation apps.
Kick It California, funded by the California Department of Public Health and First 5 California, has been helping Californians quit smoking, vaping and smokeless tobacco for more than 30 years, Mindgruve said.
Mindgruve declined to respond to requests from Times of San Diego for dollar amounts relating to taxpayer expenditures.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.