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|Mystic Aquarium Launches New "Hands-On" Advertising Campaign|
With its new tagline, “New England’s Hands-On Aquarium,” Sea Research Foundation’s Mystic Aquarium is launching a seasonal advertising campaign today that focuses on the fun, interactive, unique hands-on experiences it offers its guests – interactions that foster a deeper appreciation for animals at the aquarium and in the wild.
Supported by extensive market research, the first phase of the campaign leads up to Memorial Day and is anchored by television advertising in the Hartford-New Haven, Conn. designated market area (DMA), including placements on ABC, CBS, NBC and FOX networks, and on top-rated cable programs, including “Deadliest Catch,” “Burn Notice” and “The Closer.” The campaign also features regional online advertising placements.
Continuing on June 20, Mystic Aquarium will expand its television advertising into Providence, R.I. and Springfield, Mass. DMAs, and its online advertising into the Boston, Mass. DMA. The campaign will also include targeted outdoor placements, including billboards on I-95 in Providence and Fairfield County; train station platform posters, ferry posters and window displays in Boston; and banners and floor mats at community pools in Connecticut, Rhode Island and Massachusetts.
According to Sea Research Foundation CMO Peter Glankoff, “In returning to television backed by strong, targeted online and outdoor elements, we want to reach our core family audiences with exciting, visual images that underscore the interactive fun of a visit to Mystic Aquarium. Visitor surveys tell us that guests rank us really high on the entertainment scale. This year’s campaign is intended to take that message into households in key driver markets, targeting both first-time and repeat visitors.”
The campaign was developed by Caspari McCormick, a Wilmington, Delaware agency that has worked extensively in the Mystic region for nearly a decade.
A pioneer in offering a variety of close encounters with animals, Mystic Aquarium guests can have hands-on interaction with beluga whales, African penguins, exotic birds, sting rays, sharks, lobsters, crabs and sea stars. The aquarium also offers engaging exhibits and shows, including the “Nautilus Live Theater” where guests communicate with deep-sea explorers in real time, an XD theater ride, California sea lion shows and its newest exhibit, “National Geographic Crittercam: The World Through Animal Eyes.”
About Mystic Aquarium
Mystic Aquarium is a division of Sea Research Foundation, Inc., a nonprofit 501(c)3 organization, and is counted among the nation’s leading aquariums with more than 300 species and an extensive collection of marine mammals, including New England’s only beluga whales. Mystic Aquarium has been a pioneer in offering guests a variety of up close encounters with a wide range of marine animals. The mission of Sea Research is to inspire people to care for and protect our ocean planet through education, research and exploration. Learn more at www.mysticaquarium.org or www.searesearch.org.
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