SeaWorld begins new ad campaign in wake of documentary, declining revenue and attendance

MarketsAssociated Press

SeaWorld is starting an advertising campaign in the wake of declining revenue and attendance that followed the release of a highly critical documentary.

The campaign that began Monday focuses on the marine-life theme park's efforts at caring for animals in captivity and in the wild.

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SeaWorld Entertainment Inc. has faced declining revenue and attendance since the release of the 2013 documentary "Blackfish." The documentary examined what led a killer whale to drown a trainer in 2010 at SeaWorld's Orlando park.

Last year, SeaWorld's revenue declined 3 percent from the previous year. Its chief executive resigned, and the company announced plans to build larger environments for its marine mammals.

SeaWorld said last week that Joel Manby will become its new president and CEO.