Challenge:

SeaWorld Parks & Entertainment has the challenge of increasing its sales and awareness of the brand and its parks. The park needs to show its true purpose and reinforce its mission to offer experiences that impact visitors, in addition to offering entertainment, and also contributing to the preservation of the planet.

Goal:

Empower travel agents who are on the front lines of sales and face customer inquiries;
Engage the public about its essence and DNA;
Convey the company's true reason for existing;
Generate allies who share the company's ideals;
Increase ticket sales.

Public:

Travel agents – the company's main sales channel.
Tour operators.
Partner companies in the tourism sector.

Strategy:

Create an event that not only arouses the interest of travel agents in the products and novelties of the parks, but also presents in a transparent and dynamic way the theme that we want to reinforce: the work with animals carried out by the company.
The event concept was created to delight and engage the public. Starting with the chosen space: a concert hall, so that the content could be presented in an impactful way. As it could not be missing, an institutional presentation of the company, its news and products was made – to give the travel agent sales arguments. Afterwards, the topic of animal care was presented during a talk show with the presence of special guests: a biologist and TV presenter and a Brazilian veterinarian who works in the parks. This format was chosen to present the content in a dynamic way and the speakers for having scientific knowledge and identification with the public.
To close the cycle of presentations, a guest speaker spoke about entrepreneurship, sales, and motivation. In this way, the event ended in a lively way and passed on the message of motivation for sales and success.

Results:

High engagement from the audience on social media during and after the event – tracked by the use of tags and #s