SEA LIFE Sydney Aquarium

Use a fully integrated strategic campaign to drive excitement and engagementt for a first world launch.


The Challenge 

Launch SEA LIFE Sydney Aquarium’s (SLSA) world-first Penguin Expedition attraction, driving mass awareness, social buzz and visitation while strategically re-engaging Sydneysiders.

The Solution

We created SLSA’s first ever fully integrated campaign harnessing strategic media relations, influencer engagement and social media activations to build excitement across channels and create momentum from announcement to launch.


Key milestones, including the penguin arrivals, were leveraged with a strong media office delivering consistent traction over time. A focused influence engagement program and launch events brought the exhibit to life and helped add reach, depth and frequency to the campaign. 

As part of the social strategy, SLSA’s first Facebook Live showcased the arrival of Sydney’s first penguins and created unprecedented social interaction for the brand. Alongside this, a targeted Facebook-led campaign to find NSW’s biggest young penguin fans engaged SLSA’s heartland – local families.


The Result 

Over 250 pieces of media coverage were generated, including 26 big bang TV and metro news hits, with a potential reach of 24.7 million, while VIP launch attracted 400+ influential locals and their kids.


Our Facebook Live post was the Aquarium’s most successful social post ever, engaging over 1,000 users who watched the video for over 50 hours. Junior Reporter activity reached over 260,000 people including 2,759 new fans to date.


The combined activity generated increased visitation and achieved 70,000 additional website visits at a cost per click as low as $0.13 and a reach of 1.8 million per month. Ticket sales also spiked by 23% YOY.

ICC Sydney