• by Fern Siegel , July 7, 2025

The New England Aquarium wants visitors to explore the wonders of the aquatic world.

To enlist interest, creative agency Allen & Gerritsen produced the colorful campaign, debuting on paid social and digital display, with out-of-home and digital video. The work highlights the Boston destination, notable for its giant ocean tank, penguin colony and shark and ray touch tank.

The New England Aquarium ad campaign, an invitation to experience this unique world in all its glory, is expected to run through mid-Q2 2026. The site reports about 1.3 million visitors each year.

The broad push, targeting parents, tourists and local New Englanders, resonates with a core message: This is your place.

“Whether you’re younger or older, a local or a visitor, the Aquarium has the unique power to ignite a sense of wonder and fascination in everyone. That’s really rare,” said Erin Arbaugh, creative director at A&G.

“Ocean animals are awe-inspiring and at the Aquarium, you have the opportunity to learn how many of them are more like us than you may think,” added Suzanne Liola Matus, vice president of marketing, sales and visitor experience at the New England Aquarium. “It’s a powerful reminder that we’re all connected to the natural world.”

A&G clients include Dunkin', Eastern Bank, George Washington University and Blue Cross Blue Shield.