SeaWorld has launched its first brand campaign in several years to coincide with its 60^th year in business. The campaign’s hero creative, dubbed “So Many Worlds to Love,” takes you through a day at the theme park through the eyes of a real family, while pointing to multiple “worlds” within the experience itself.

The idea, according to Marisa Thalberg, Chief Marketing and Communications Officer of parent company United Parks & Resorts, was to portray the experience that occurs when “education, realization and emotional connectivity” with ocean animals combines to create a “memory-making moment.”

Thalberg, who has held CMO roles at Taco Bell and Lowe’s in recent years, says it was time for the brand to tell a “higher-order story.” “We hadn't been able to tell the story in that upper-funnel, higher-level way—expressing the totality of that experience in a new, fresh way—in some time,” she said. “We're marketing all the fun, exciting things—the deals, the offers, the events, the activities that are happening in the park. But telling a higher-order story like this was something we knew we needed to do.”

Here's our conversation with Thalberg about the campaign’s strategic marketing goals and target geographies; lessons learned from previous CMO gigs; and her experience leading a marketing team in the midst of pandemic lockdowns.

Increased awareness and access to generative AI brings equal parts anxiety and excitement. There are, of course, ethical issues to contend with. But there are also significant advantages to the adoption of AI for professional use, including the increased dexterity and capacity that comes with adding AI-powered tools to your work. Here’s a look at its advantages from a data and analytics perspective.

Google Chrome’s third-party cookie deprecation is finally in effect. And so, too, is the fallout from it. But while marketers have had to strategize about solutions for this pending signal loss, it’s worth noting that the cookie may have been impeding industry innovation in the first place. Here’s where the technology may have gone wrong, plus alternatives to consider as cookie use dissipates.

Lastly, let’s close with some fun. Check out what’s hot (or not) in experiential marketing trends—from ibotta’s cash showers to Fabletics’ Fab Daddy mascot.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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