'Meet the Animals' SeaWorld continues to fight negative publicity from 'Blackfish' with new campaign

SeaWorld Entertainment Inc. releases their new campaign, ahead of a book release by their former trainer John Hargrove. The company received a rapid decrease in audience attendance and revenue from negative responses after the release "Blackfish," a documentary examining and detailing the death of trainer Dawn Brancheau, drowned by the killer whale Tilikum in 2010.

MUNTINLUPA, PHILIPPINES (Catholic Online) - In a news report from the Orlando Sentinel, SeaWorld senior corporate affairs officer Jill Kermes said that the timing of the release of their campaign ads through YouTube and print has nothing to do with the upcoming launch of Hargrove's book.

Hargrove's book will detail his experiences as a trainer for the company, which could could bring more negative backlash to SeaWorld.

Kermes explained that the company thinks the public was being misinformed with who they are and what they do.

"It has been a one-sided conversation and this is an opportunity for us to give people the information they need so they can make up their own minds," said Kermes.

According to their Chairman and Interim CEO, David D'Alessandro, the "Meet the Animals" campaign is a long-term program in response to what the company is being asked by the public and to clear misinformation.

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The campaign ads showcase SeaWorld's staff, including veterinarians and researchers, who can provide a better explanation on how SeaWorld manages and cares for its animals. This will also emphasize SeaWorld's $10 million commitment to research for the endangered killer whales on Earth.

The print advertisement has plans to be published through newspapers like the The New York Times, The Washington Post and The Wall Street Journal. The TV commercials are set to air next month.

However, PETA, an animal rights group, has described the campaign as "a last-ditch effort."

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