Rescued Sea Turtle Makes Big Media Splash at SEA LIFE

Elevating the addition of SEA LIFE Michigan’s rescued green sea turtle to create a sense of community and share stories of conservation

Our Approach

Conservation is at the heart of the global SEA LIFE Aquariums organization. When SEA LIFE Michigan Aquarium arranged to become the permanent home of Carr, a rehabilitated green sea turtle, the team brought in Identity to tell the story.

Identity developed a comprehensive PR strategy to generate high impact media and social media exposure to make a big splash in the community. The goal was to generate sustained visibility before, during and after Carr’s inaugural “splash” event into the aquarium’s 120,000-gallon Ocean Tank.

Identity leveraged a variety of tactics to tell Carr’s story in an engaging manner by sharing background about his injury, recovery and journey from the Gumbo Limbo Nature Center in Boca Raton, Florida. Prior to the event, Identity developed and delivered media materials including a fact sheet, talking points, and turtle-themed media kit invitations to a variety of media outlets both in and out of the Detroit market.

The team connected directly with SEA LIFE Michigan’s audiences to promote Carr’s arrival through organic social media posts on the SEA LIFE Michigan channels and by hosting a Facebook giveaway for two lucky fans and their guests to attend the arrival event, which produced a high volume of organic engagement. Additionally, Identity coordinated with seven bloggers to attend the event, and for more bloggers to write posts in the weeks following Carr’s arrival.

Our team leveraged knowledge of the Detroit media landscape to secure an exclusive TV opportunity in advance of the event with WDIV anchor Jason Carr, a natural fit to tell Carr the sea turtle’s story. We secured widespread media coverage on major broadcast stations, including a full morning of live interviews with Fox 2 News in Detroit, and NBC 25 and Fox 66 in Flint/Saginaw. At the same time, the first splash event drew onsite coverage from WXYZ, along with reporters and photographers from a variety of high-profile regional news publications. By capturing dynamic images and video from the event, Identity was able to pitch and secure additional coverage from media outlets that were unable to attend.

With a multi-faceted public relations approach to the arrival of Carr the rescued sea turtle, Identity was able to engage with the community and elevate a message of conservation and education. The team’s creative strategy and execution delivered a high-profile media event that created visibility and valuable conversations well after the waters had calmed.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Strategy and Execution
    • Media Relations outreach
    • Marketing
    • Event Coordination
    • Core Message Development
  • Social Media

    • Community Management
    • Blogger and Influencer Relations
    • Social Advertising


  • 52+media placements in broadcast TV, print and digital media outlets
  • 18M+impressions (18,886,174+) generated in local, regional and statewide media markets
  • 70+attendees to Carr’s First Splash event, including media, bloggers and members of the community
  • 65Kimpressions and 4,500 engagements on SEA LIFE Michigan’s social channels