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Push Digital Contacts
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| Brian A. | Chief Creative Officer | SC | ||||||||||||
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| Greg F. | President, Strategic Communications | SC | ||||||||||||
| Wesley D. | Founding Partner | SC | ||||||||||||
| Bonnie H. | Production Director | SC | ||||||||||||
| Ashley N. | Design Director | SC | ||||||||||||
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Review Imminent Update: SeaWorld, Push Digital part ways amid executive shake-ups (Score 97)
Update: YC, if they still have creative work here). This is doubly true since CMO Denise Godreau recently left the company.
Sellers - roster changes generally signal upcoming campaigns, so keep pushing for revenue through the summer. Read more about SW's recently-launched campaign - the largest in company history.
Below was originally published on 3/30:
Earlier this month, we told you that
Readers - we know that a CMO departure/new appointment is the No. 1 indicator of an impending agency review (of any/all types). In SW's case, this is compounded by declining attendance and ticket sales. In SW's case, interim CEO John Reilly, in a memo to employees Monday, said: To continue our momentum and intensify our focus on execution, we have made several changes to the marketing and sales function." Those changes reportedly include new leadership in digital marketing and "switching agencies," per Skift.
No word on what work was moved or what agency has won it, but we will let you know as soon as we know more. I would imagine digital work has likely moved, so while that is *probably* off the table, agency readers in PR, media or creative should continue to look for work here. You know what? Just keep SW on your radar perpetually.
And lastly, SW launched the largest marketing campaign in its history this year. Read more about that campaign and SW's marketing strategy and spend below.
Below was originally published on 3/2:
SeaWorld Parks & Entertainment recently announced the departure of CEO Joel Manby. Manby stepped down suddenly last week, after overseeing the company through myriad PR nightmares since his arrival in May 2015. During this week's earnings call, execs mentioned that the park is still experiencing attendance declines in the US and has "developed specific sales and marketing initiatives in 2018 to address this challenge."
Included in this is what interim CEO John T. Reilly said he believes is "the most comprehensive strategic marketing communications campaign in the company's history." This, he added, will be supported by "the largest investment we've ever made in this area." To combat attendance drops, SeaWorld is introducing a new ride, attraction or event at almost every one of its parks in 2018, so sellers in the park's various regions should look for dollars supporting these.
For SeaWorld, these include Infinity Falls in Orlando; Electric Eel in San Diego; the Sesame Street Parade on the West Coast and San Antonio; the Electric Ocean nighttime celebration in San Antonio; and the Inside Look event, also in San Diego (but will expand to Orlando and San Antonio later in the year). Note that Busch Gardens parks will also introduce new attractions, too.
The marketing Reilly is talking about is the "Park to Planet" campaign that has "rolled out in a broad way over the last few weeks" (see above). Reilly said that SeaWorld is "reallocating our spend across channels," but it will include a mix of digital and TV. This new strategy, he said, is designed to target consumers with misperceptions about the brand and experience, so keep this in mind when looking for dollars, sellers.
YTD, SW has spent $264,000 on digital display ads, according to here.
ISpot reports that SW has spent $8.4 million to air six spots during the first two months of 2018 - up from the $682,000 spent during Jan-Feb 2017. This is largely attributed to the spots that aired during the Winter Olympics, but note that even that is a shift in strategy for the company. In any case, spend for the first two months of this year is already 84% of what was spent for FY 2017 ($10 million), so there should be plenty of dollars to pick-up here.
Agency and martech readers - SW came off of our VAI last summer, but it seems to be one of the companies that deserves a permanent place of honor. YC still have this account.