The Oregon Coast Aquarium’s advertising campaign titled “Sea Spectacular” was among the winners of the 2016 Travel and Tourism Industry Achievement Awards, presented at the 2017 Governor’s Conference on Tourism in Salem.
“The annual awards recognize people and organizations across the state that go the extra mile to enhance the travel and tourism industry in Oregon,” said the Oregon Tourism Commission in a statement. “The award recipients are outstanding examples of professionals who, by virtue of their vision, perseverance and dedication, are a credit to Oregon’s tourism and hospitality industry.”
The Oregon Outstanding Advertising Award commends superior, creative advertising communication, regardless of budget size or medium. The award was presented to the Oregon Coast Aquarium for its entertaining campaign that showcased witty headlines with photographs of hypnotizing jellyfish, friendly sea otters, and color-shifting octopuses. The fully integrated campaign utilized highly visible print, billboard and transit placements, garnering more than 32 million impressions in five short months.
The advertising agency behind “Sea Spectacular,” Portland-based Grady Britton, focused the campaign on creating bold, eye-catching spreads that highlighted the Aquarium’s core values: presenting top-notch exhibits and quality interpretation, creating unique and engaging experiences for visitors to the Oregon Coast and providing family-friendly entertainment.
Mary-Catherine Jones, creative director at Grady Britton, said, “In short, we wanted to show people that education doesn’t have to be boring. Through our work with the Aquarium, we got to see that the animals have their own personalities and fascinating truths. Simply bringing those to life made our jobs easy, and we got to work with a client that understood how to tie those facts to culturally relevant tidbits to delight parents and kids alike.”
The 10 distinct advertisements—across outdoor, print and transit—reached approximately 85 percent of the target audience and garnered over 32 million impressions in just five short months.
“We wanted to showcase the Aquarium as both an educational and entertaining place to visit,” explains Lance Beck, Director of Marketing at the Aquarium. “The collaboration between Grady Britton, William Anthony Photography and our team at the Aquarium truly culminated in a clever and edgy final product that we were very pleased with.”
For William Anthony Photography, the project was a homecoming of sorts. Anthony was a marine mammologist at the Aquarium during the facility’s first two years, from 1992-1994.
“Having this prior history with the Aquarium, I jumped at the opportunity to contribute to this fun and creative campaign,” said Anthony, a Portland-based photographer.
The Oregon Coast Aquarium creates unique and engaging experiences that connect you to the Oregon Coast and inspire ocean conservation. An accredited Association of Zoos & Aquariums institution, this 501(c)3 non-profit organization is ranked as one of the top 10 aquariums in the U.S. Visit us at 2820 S.E. Ferry Slip Rd., Newport, OR. www.aquarium.org, 541-867-3474. Follow us on Facebook.com/OregonCoastAquarium, or Twitter.com/OrCoastAquarium for the latest updates.
Information provided by Oregon Coast Aquarium