BOSTON: An integrated campaign took over Boston as the New England Aquarium launched its Sharks and Rays exhibit on July 1. With Teak Media Communications, the aquarium integrated PR techniques such as viral videos and experiential marketing, into an advertising campaign on buses, in T-stations, and on Taxi cabs, said Jane Wolfson, VP of marketing and communications for the New England Aquarium.
"What we wanted to do was take the iconic elements of the sharks—the fins and the teeth—and marry them to the iconic locations around Boston, like the Charles River," Wolfson said, adding that a lot of the campaign was outdoors, in an attempt to reach tourists.
Online, a viral video was posted on YouTube, showing a shark fin chasing a duck boat down the Charles River, and LinkedIn, MySpace, and Facebook were used to reach out to consumers, said Jackie Herskovitz, president of Teak Media. Additionally, a street team handed out information about the new exhibit while positioned in lifeguard chairs around the city.
In order to reach the entire New England area, Teak, and the Aquarium also planned to host a media party, for Boston- and New England-area media and their families, on July 9.