SeaWorld’s latest ad, called From Park to Planet, has been ranked as the top “Breakthrough Ad of Q3 for 2017” by Ace Metrix. In addition, the ad has performed better across all metrics than any other travel ad in their database (dating back to 2010).
The ratings and data company went on to say, “After dealing with a tarnished reputation in recent years, SeaWorld successfully demonstrated to most viewers that they are committed to making a positive impact on this planet. ‘From Park to Planet’ outperformed advertising norms across all user groups.”
As Joe Biden would say – That’s a Big F’ing Deal.
What makes it even bigger is that the company that created and produced the entire ad was the small but scrappy digital team at Push, based in Charleston, SC. Push has been a digital creative team for SeaWorld for a number of years and was able to position the company and it’s dedication to protecting marine life in a way that connected with people across all ages.
The thought was to let people know that SeaWorld was on a big mission and that everyone who visited SeaWorld was playing a huge role in that mission. It’s a mixture of moon shot, lifestyle and fun. It accomplished the dual goal of showing that SeaWorld is a premier destination for families and that SeaWorld was leading on one of the most pressing issues of our time – ocean health. People can feel good going to SeaWorld because they are a part of something hugely important.
About Ace Metrix
Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPI’s. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.