SeaWorld Entertainment Inc. unveiled a new advocacy campaign, an effort to blunt criticism of its whale shows and reverse a two-year drop in attendance.

Print ads and online videos will feature SeaWorld veterinarians, researchers and other members of the company’s team of 1,500 animal-care experts, according to an e-mailed statement Monday from the Orlando, Florida-based theme-park operator. They will explain how the company cares for its killer whales, while also refuting the claims of animal rights activists, SeaWorld said.

SeaWorld is fighting back against criticism from activists who say the company shouldn’t keep killer whales in captivity for entertainment. It’s combining the advocacy campaign with a conventional advertising effort begun last week that focuses on park attractions.

“There’s been a lot of misinformation and even lies spread about SeaWorld, and we recognize that it has caused some people to have questions about the welfare of killer whales in human care,” David D’Alessandro, chairman and interim chief executive officer, said in the statement. “This long-term campaign will address those questions head on. We want to provide the facts, so people can make up their own minds on this important issue.”

SeaWorld last week also named veteran entertainment executive Joel Manby to succeed former CEO Jim Atchison, who stepped down in December. Manby takes over April 7.

This article was written by Christopher Palmeri from Bloomberg and was legally licensed through the NewsCred publisher network.

Tags: seaworld
Photo Credit: Still from a new SeaWorld ad campaign. SeaWorld