the challenge

We needed to address the decline in awareness of the SeaWorld Parks offering, and move from a focused, lower-funnel strategy, to one where we were seeking a new generation of potential Florida holiday-makers.

THE INSIGHT

According to a recent survey, 91% of consumers want to see more online video content from brands, and 92% of video marketers say that they’ve gotten a good ROI from video marketing. Video formats capture people's attention and emotions in a way that written or static content simply can't: statistics show that 95% of consumers retain information better when they watch a video.

THE SOLUTION

We introduced a video-first strategy bringing the parks to life to captivate new audiences.

With short-form videos found to be the most engaging, we were able to showcase the sights, sounds, emotions and non-stop thrills of SeaWorld Parks to an audience who weren’t aware of the varied offering. We created monthly calendars of videos for Facebook, Instagram and Instagram stories, showcasing the variety of rides, animal experiences, and family adventures on offer.

We combined this new video strategy with an audience pivot, targeting upper funnel audiences of parents, thrill-seekers and travellers to ensure our message was delivered to new prospects.