Florida is a favoured holiday destination for Brits, with hundreds of attractions vying for space in the travel pages. Busch Entertainment Corporation owns four theme parks in Florida – SeaWorld, Busch Gardens, Aquatica and Discovery Cove.
To generate coverage for SeaWorld outside of the travel pages
To give US-based attractions a British relevance.
Freerange identified 14-year-old Olympic high-dive hopeful Tom Daley as a potential ambassador for SeaWorld in February 2008, prior to the Beijing Olympic Games. Daley was invited to dive with dolphins in a specially created show, with a visit scheduled for October half-term.
The media strategy used a mix of exclusives and photo calls, supported by online forums and fansites to drive pre-show buzz.
Measurement and evaluation
The campaign generated 95 items of coverage, across TV, national and regional print, consumer and online.
Significant buzz was created via fansites and blogs, illustrated by more than 1,700 results on Google for the event.
More than 3,000 people attended Daley’s show, with the Olympian also signing 300 autographs.