Case Study

helping make waves in the detroit market

After years of planning and months of construction, UK-based Merlin Entertainments opened SEA LIFE Aquarium Michigan in the metro Detroit region. With 35,000 square feet and 150,000 gallons of water, the aquarium hosts more than 5,000 creatures and 250 species of creatures, including sharks, coral reefs, stingrays, a giant pacific octopus, turtles and more, split into nine different zones.

Prior to opening, SEA LIFE Michigan engaged Identity to help them make waves with an aggressive media and social media push. After a highly successful grand opening, we continue to drive traffic to the aquarium through consistent media segments promoting the many exciting events, expert staff and diverse creatures on display.

strategy for success

Identity deployed the following strategies and tactics in order to help Sea Life Aquarium achieve success:

media relations

Throughout our engagement, Identity’s media relations efforts have helped SEA LIFE Michigan reach billions of people through television, radio, print and online news stories in local markets. News coverage featured key brand messages, timely events and activities, deep-sea education and more—resulting in maximum public awareness and a boost in foot traffic.

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Broadcast, Print & Online News Placements
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Audience Reached
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Publicity Value

influencer relations

In conjunction with a robust media relations program, Identity also engages and coordinates with dozens of local influencers—the bulk of which include mommy bloggers—to generate hundreds of user-generated blog posts, calendar postings and social posts prominently featuring SEA LIFE Michigan and its many events and offerings.

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content posts published
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Influencers Activated