--- title: SeaWorld Plans Marketing Push to Counter 'Blackfish' Blowback description: Marketing push is about "changing mind-sets," company says canonical: https://time.com/3725331/seaworld-marketing-campaign-blackfish/ author: Maya Rhodan article:opinion: false article:content_tier: free article:published_time: 2015-02-27T02:22:38.000Z article:modified_time: 2026-02-22T04:46:14.370Z article:section: Business og:title: SeaWorld Aims to Revamp Image After 'Blackfish' Blowback og:description: Marketing push is about "changing mind-sets," company says og:url: https://time.com/3725331/seaworld-marketing-campaign-blackfish/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: SeaWorld Aims to Revamp Image After 'Blackfish' Blowback twitter:description: Marketing push is about "changing mind-sets," company says twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # SeaWorld Aims to Revamp Image After _Blackfish_ Blowback by [Maya Rhodan](/author/maya-rhodan/) ## Maya Rhodan Feb 27, 2015 2:22 AM CUT by [Maya Rhodan](/author/maya-rhodan/) ## Maya Rhodan Feb 27, 2015 2:22 AM CUT The once-beloved theme park SeaWorld is still reeling from the effects of the 2013 critical documentary _Blackfish_, which linked stress caused by holding killer whales captive to the 2010 death of a trainer. But SeaWorld Entertainment [indicated](http://www.orlandosentinel.com/business/os-seaworld-earnings-report-20150226-story.html "undefined") Thursday it has plans to reshape its brand. On a call with analysts, during which the Orlando _Sentinel_ reports the company announced its fourth-quarter earnings were worse than expected, SeaWorld announced it would launch a new marketing campaign in April aimed at people who haven’t picked a side in the debate between those who are against keeping animals in captivity and those who remain loyal to the park. “This is not a hit-and-run, as we say in the marketing world, where you can just advertise for a month and hope it goes away,”Board Chairman and interim CEO David D’Alessandro said. “This is changing mind-sets and making sure mind-sets stay changed, recognizing that the opposition is not going to stand still as we do this.” Read more at the [Orlando _Sentinel_](http://www.orlandosentinel.com/business/os-seaworld-earnings-report-20150226-story.html "undefined"). ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3725331/seaworld-marketing-campaign-blackfish/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3725331/seaworld-marketing-campaign-blackfish/"},"headline":"SeaWorld Aims to Revamp Image After Blackfish Blowback","datePublished":"2015-02-27T02:22:38.000Z","dateModified":"2026-02-22T04:46:14.370Z","description":"Marketing push is about \"changing mind-sets,\" company says","url":"https://time.com/3725331/seaworld-marketing-campaign-blackfish/","keywords":["Companies"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Maya Rhodan","jobTitle":null,"url":"https://time.com/author/maya-rhodan/"}],"articleSection":"Business","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/companies/","name":"Companies"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3725331/seaworld-marketing-campaign-blackfish/","name":"SeaWorld Aims to Revamp Image After Blackfish Blowback"}}]}] ```