SeaWorld on Monday launched a national television ad campaign focusing on its commitment to providing the highest standard of care for its orcas.
The move is the latest in the theme park’s efforts to rehabilitate an image tarnished by the documentary “Blackfish,” which questioned SeaWorld’s treatment of its killer whales. The first ad features veterinarian Lara Croft and Pedro Ramos-Navarette of its rescue team, talking about the health of the whales and repeating that the park hasn’t taken orcas from the wild for 35 years.
The park, whose stock (NYSE: SEAS) has lost about a third of its value over the last year, has faced declining revenues and attendance. SeaWorld has launched two media efforts to help with its image, one to promote the park’s animals, and other to build back its reputation.
The park’s shares closed at $20.06 on Monday, up 2.03 percent.
