Florida Aquarium Case Study

PROBLEM/OPPORTUNITY

The Florida Aquarium underwent significant changes in its leadership in 2017. A new CEO and the entire marketing team had all recently moved into the market leaving a communications team with little knowledge of the Tampa Bay area and its media landscape.

STRATEGY

PRESS PR + Marketing developed a strategy to introduce leadership to the local media influencers, increase attendance of its upcoming seasonal events and open doors with community leaders.

TACTICS

PRESS PR + Marketing created a targeted list of community influencers to ensure the new CEO and Marketing Director at FLAQ met with those in the community who would help facilitate partnerships and increase the FLAQ business relationships.

PRESS created a targeted list of local media to garner coverage of its seasonal events including Snow Days and Aqua Eve. PRESS also promoted the conservation work and coral spawning activities of its Coral Research Center in Apollo Beach, Fla.

RESULTS

During the 60-day project timeline, PRESS made incredible progress increasing attendance to its events, introducing key influencers and media to its new leadership team and securing media coverage.

Partnerships developed for The Florida Aquarium include the Tampa Bay Sports Commission and its involvement in the 2018 NHL All Stars Game, the Hillsborough County Economic Development Council, Greater Tampa Bay Chamber of Commerce and the Tampa Bay Lightning.

PRESS garnered over 100 pieces of media coverage resulting in over 92 million impressions with an approximate ad value equivalency of over $350 thousand dollars in only 60 days. Snow Days received a record number of attendees and the FLAQ New Year’s Eve celebration reached its ticket sales goals for the event. The interest from the media also allowed PRESS to facilitate introductions to targeted media contacts that would best serve FLAQ in its future.

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