Georgia Aquarium and its ad agency Ames Scullin O'Haire (ASO) are debuting a new multi-faceted campaign to promote the aquarium's three new attractions.
To attract visitors to the new AT&T Dolphin Celebration, the campaign is introducing The Waddlesworth Family, five animated spokes-penguins who recently moved to Atlanta from South Africa. The TV spots run in Atlanta DMA, the digital pre-rolls run nationwide.
Also to support the new home and exhibit space for fourteen California sea lions, ads show people of all ages wearing sea lion whiskers as they go about their daily lives, ending with the “Become a Fan” tagline. The effort includes out-of-home signage as well as digital and social media support.
And to encourage visitors to the 4D Funbelievable Theater, an online video spot showcases one member of the Waddlesworths proclaiming that this high-tech center distracted her to "not even text for, like, 20 minutes."
ASO has been the non-profit's AOR since 2009. ASO received $3.62 million from the non-profit for its services in 2013, according to the organization's most recent Form 990. The Georgia Aquarium spent $4.79 million on advertising and promotions in 2013, up from $3.46 million in 2012.