SeaWorld Won’t Increase Spending to Repair Challenged Reputation
Skift Take
Things may be looking up for SeaWorld on paper, but whether or not it returns to its former strengths has more to do with changing consumer sentiment than competition or its own marketing efforts.
Repairing a brand's damaged image requires a trusted network, a lot of time and, in SeaWorld's case, $15 million — a sticking point for an ongoing reputation campaign that the company says it likely won't increase in 2016.
CEO Joel Manby told investors and analysts during the company's third quarter earnings call Thursday that SeaWorld will likely get creative with how it funds its reputation campaign rather than increasing that spending.
"I think in 2016 we are hoping – I don't want to commit that we can do more with less, but I would say if we spend the same amount of money and apply the learnings, we will be even more effective in 2016 throug
