Episode 5 Immunity Challenge
Another Big Birthday Bash
Recently, SeaWorld Parks and Entertainment celebrated its 50th anniversary, celebrating 50 years across all three SeaWorld Parks. But, many consider that campaign to be lackluster, with minimal advertising and not many new experiences at the three parks. So, for this challenge you'll be turning back the clock to recreate a new and improved SeaWorld 50th Celebration. You can do whatever you want, but you may not use a website, but you must have a video ad to promote your campaign and a catchy slogan/theme.
Introduction
For the past fifty years, SeaWorld has pushed the boundaries of a zoological park, endearing a compassionate responsibility for the longevity of aquatic wildlife, while at the same time providing an immersive and entertaining experience for their guests. However, this renown reputation was questioned by the 2013 CNN produced documentary,
Blackfish, which painted SeaWorld in a negative light for all to see. After several court hearings and judicial actions throughout 2013, it was deemed that
Blackfish indeed fabricated its premise, and with the debilitating effect the film had on their theme park attendance since its release, SeaWorld Parks and Entertainment sued the film company and received a large, undisclosed sum of compensatory settlements.
With the 50th anniversary celebration on the horizon, and recovering from the damages done by the documentary, the Board of Directors of SeaWorld decided to use the compensations and newfound revenue to invest back into the parks for the loyal and returning guests to enjoy. This 14-month long campaign would see new experiences, attractions, and special events to celebrate SeaWorld's golden anniversary.
Starting January 1, 2014 and continuing till March 23, 2015 - SeaWorld parks around the nation will be celebrating by adding new treasures to the parks for all guests to
Sea. Discover. Believe.
The Campaign
(50th Anniversary Logo)
Spanning over a year, the 50th Anniversary slogan combines several elements of the past, present, and future of SeaWorld Parks and Entertainment - in order to entice guests to explore the new endeavors in the parks.
The slogan:
Sea. Discover. Believe.
Sea - a caricature of the oceanic theme of the parks combined with the fact that guests must "see" the parks for themselves, and not listen to false documentaries.
Discover - embodies the notion that guests should explore all of the new features in the parks and "discover" how endearing they truly are.
Believe - the final summation of faith. Belief in the quality of work SeaWorld does to care for the marine life of their parks and the only way you'll "believe" is by "seeing" and "discovering" the SeaWorld Parks...
Promotional Video
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SeaWorld San Diego, the park that started it all.
Advertising
Throughout the city of San Diego and surrounding areas, billboards like these hope to market the park and its celebration for all to see. There will also be promotional videos such as the one above, in 30-second TV spots, illustrating the 50th anniversary and why guests should come explore the park's new offerings.
Decorations
Along with the other SeaWorld Parks, SeaWorld San Diego receives decorative hedges, banners, and special animal encounters that enhance the experience for our guests.
Park Additions
Explorers Reef
Spring 2014
A brand new entrance to the park, guests will walk under a massive wave sculpture and encounter a beautiful, underwater-themed realm of animal attractions, buildings and shade structures. Four different touch pools with stingrays and small sharks allow guests to interact with animals like never before.
The entrance of the park is sculpted as a massive coral-reef fountain, hand-crafted to look realistic. The 50th Anniversary Logo rests on top, spewing water into the fountain below. A great way to enter the enhanced park.
Shipwreck Rapids Refurb
Summer 2014
There are some changes inside the park as well. Shipwreck Rapids has been given a story-driven makeover, making one of our best attractions even better! Aesthetic touches are made around the ride, better resembling an shipwrecked, yet peaceful tropical island.
The ride gets a new backstory as well. The story goes that Shipwreck Island used to be a thriving Caribbean trade port, hundreds of ships on the docks. One day, a massive hurricane swept right through the island. Ships flew out of the sea and crashed onto the island, decimating the once spectacular port town.
New Sea Lion Interactions
Fall 2014
Sea lion interactions are also new here too! After buying a backstage pass, guests can swim and interact with the sea lions in a safe environment under the supervision of trainers.
Guests can also meet flamingos, snakes, and other critters as part of our new animal encounters, bringing visitors closer to our collection of animals than ever before!
Oceans of Wonder Night-time Show
Fall 2014
As the crown jewel of it all, a new night show is installed, starring Shamu, simply titled Oceans of Wonder. Using pyrotechnics, fountains, and the amazing talents of our killer whales, Oceans of Wonder tells the story of the history of Sea World and it's conversational efforts around the world. The show will also be brought over to the other two parks.
Special Events
SeaWorld San Diego also will have the California-exclusive Garden Festival, turning the park into a beautiful natural wonderland with man made floral arrangements and hedge sculptures.
Along with the garden festival, the park also has a concert series throughout the summer, involving some of the best bands around.
Schedule for the 50th Anniversary Concert Series
June 6-8th, 2014
Zac Brown Band
June 13-15th, 2014
Imagine Dragons
June 20-22nd, 2014
Bastille
June 27-29th, 2014
Marina and the Diamonds
July 4-6th, 2014
Kid Rock/Lynyrd Skynyrd (4th of July Event)
July 11-July 13th, 2014
The Black Keys
July 18-20th, 2014
The Fray
July 25-27th, 2014
Rascal Flats
August 1-3rd, 2014
Miranda Lambert
Discount admissions and food vouchers are offered at the park on selected days as well!
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At SeaWorld San Antonio, the 50th anniversary is revered highly here, especially with a splendid, massive new addition on the way!
Advertising
Surrounding a 10 mile radius of the park are billboards like the one above, that advertise the new slogan and celebration that is going on in the park.
Decorations
Throughout the park, SeaWorld San Antonio will have celebration banners, special exhibits showing the history of SeaWorld, and memorabilia that will last a life-time
Park Additions
Swordfish
Summer 2014
Coming to the park is a fast and thrilling new roller coaster!
With the aid of Rocky Mountain Coasters, revivors of the wooden coaster, we hope to provide another high-quality coaster to our growing collection. Residing in between Rio Loco and Shamu Stadium, Swordfish lifts guests 120 feet into the air before dropping them into an undersea tunnel, plummeting 170 feet almost
straight down in a heart-stopping first drop!
What follows is a fast-paced roller coaster ride through blue-colored tracks, with 5 inversions and splendid airtime, all while hitting a max speed of a record-shattering 75 miles per hour!
One World Fireworks Show
Summer 2014
A new nightly fireworks show is installed at the park, called One World, celebrating the impact the oceans have on the world and the conservation efforts to keep the beautiful seas safe.
Special Events
On March 21st, the day of Sea World's 50th anniversary, live bands play all day. Bubbles machines spew water droplets at the entrance of the park. Kids are admitted free on this special day.
At night, a special live show plays at Shamu Stadium, celebrating the history of Sea World throughout fifty years, and it's amazing conservation efforts throughout the world. What a way will it be to end the magnificent day, the 50th anniversary of Sea World.
In addition, Christmas Celebration at Sea World is renovated, now keeping the theme with Santa's Village the entire way through. The 50's themed diner show is replaced with a live extravaganza telling some of the best Christmas tales around, like Rudolph the Red-Nosed Reindeer.
Throughout 2014, ticket discounts and food vouchers are offered. Kids get in free every Thursday to celebrate the anniversary.
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Advertising
One of the most heavily trafficed highways in Florida is I-4 from the east, as tourists/travelers from the state or out-of-state, venture to Orlando to experience their theme parks. One of the defining characteristics for eager guests that ensures you're getting close to your destination is when you see consecutive billboards on the sides of the road, advertising the upcoming theme parks.
With the 50th Anniversary, SeaWorld is getting in on that action, with 3 consecutive billboards each 0.75 miles apart, using the 50th slogan, so that people traveling into Orlando for vacation will know they are getting close to SeaWorld!
First I-4 Billboard
Second I-4 Billboard
Third I-4 Billboard
Decorations
Much like the other SeaWorld parks, there will be colorful banners around the park, subtle enough though so it doesn't over-saturate the experience for new guests. The real gifts given to this destination are the attractions in order to give the park a competitive edge against its neighboring theme park counterparts in Orlando.
Park Additions
Refurbed Shamu's Happy Harbor
Summer 2014
The popular play area for kids in the park, Shamu's Happy Harbor, will get a much needed refurbishment and re-theme in order to give it more of an aesthetically pleasing vibe. Themed to a flooded Harbor on the shores of the Atlantic, as you enter from Shamu Stadium, you see a towering, whimsical pirate ship as well as a colorful lighthouse.
The well-known Shamu Express family coaster will remain, but be rethemed, and given a fresh coat of paint to go along with the improved aesthetics that it will be traveling through. Now you soar under and through rocks on this exhilarating family experience.
Flying Dutchman - *New*
Replacing Ocean Commotion, this wild flat ride takes guests twenty feet in the air, and tilts them up, down, and almost into the depths of the water, as you spin around the mast of a ship.
Shamove Over - *New*
A Shamu themed maze replacing the Net Climb Adventure
The rest of the area will stay relatively the same, and be tied into the story of an abandoned harbor on the Atlantic coastline.
The Great Barrier Reef
Spring 2015
Replacing the outdated Wild Arctic Simulator attraction, The Great Barrier Reef takes guests to the Australian Coastline and deep under the sea to experience one of our world's natural wonders. Dive into this new dark ride adventure, as you board your submarine pod and travel to the depths of the Great Barrier Reef to discover the exotic fish, colorful displays, and coral formations that will mesmerize guests for years to come.
*The Polar Bear and other arctic animal exhibits will be relocated to the Arctic Mini-land that opened in 2013 with Empire of the Penguins Dark Ride attraction.
Marine Biology Laboratory
Spring 2015
Sponsored by the University of Central Florida, experience this walk-through tour guided by SeaWorld Marine Biologist Dr. Diane Dicann as you see the work that SeaWorld does with beached whales as a result of rising tides and pollution. You meet their pride and joy, one of the largest marine mammals discovered on earth, the blue whale, named George, who was beached in 2009 and was helped back to the ocean thanks to the contributions of the scientists of SeaWorld. You can then walk through an exhibit of the Galapagos Islands to see the work that SeaWorld has done with the exotic animals there as well.
Mako
Summer 2016
In the next few years, get ready to experience the final icing on the cake of this anniversary celebration, as the park will host the tallest, fastest coaster in Orlando - coming Summer 2016.
Special Events
Summer of Seaprises!
A combination of events throughout the summer of 2014 including special fireworks celebrations, day-time water shows, and a special partnership with the Hilton Orlando.
The Hilton Orlando, located only a mile from SeaWorld, will become a good-neighbor hotel in a big way. Offering a hotel-ticket combination in celebration of the 50th anniversary of SeaWorld that gives guests 50% off both the hotel and theme park admission.
Conclusion
The golden anniversary is a monumental event for any company, as it is a symbol of longevity and accomplishment. But for SeaWorld Parks, it means something more. It's a statement of honor and commitment to not only the marine animals, but also the the passionate fans of the parks as well. With all the predicaments the parks have gone through, this 50th Anniversary offers a new beginning for everyone - to Sea, Discover, and Believe...what SeaWorld is truly about.
Thank you very much for reading and we hope to
sea you there!