SeaWorld combats criticism with new ad
Through a new nationwide advertising campaign unveiled Monday, SeaWorld is trying to sway critics who say its theme parks are inhumane. One of the company's former employees and harshest critics says it's just another act, reports CBS News correspondent Elaine Quijano.
The company's reputation and profits took a hit following the release of "Blackfish," a scathing documentary released two years ago, and the company says its new campaign is intended to set the record straight on its alleged mistreatment of animals.
"Our approach to killer whale care really epitomizes our overall animal care and welfare programs," the ad says.
New videos posted online by SeaWorld showcase the park's care and commitment to killer whale.
"I wouldn't work here if I wasn't able to give these whales the world-class care they deserve. So don't believe what PETA and 'Blackfish' are saying. Our killer whales live lives just as long as killer whales in the wild," Chris Dold said in the ad.
"Blackfish" is a 2013 documentary about Tilikum, the orca responsible for the deaths of three people, including Dawn Brancheau, 40, a SeaWorld trainer who drowned after the whale pulled her underwater during a live performance in 2010.
Former SeaWorld trainer John Hargrove is the author of a new book "Beneath the Surface," which criticizes the park's treatment of killer whales. He said the company's new ads can't wash away its poor publicity.
"I think people are too smart now, they're too wise, they've been educated with too many facts about the lives of these whales and that this is not morally or ethically responsible," Hargrove said.
In a statement, the company's chairman and interim CEO David D'Alessandro said, "There's been a lot of misinformation and even lies spread about SeaWorld...we want to provide the facts, so people can make up their own minds on this important issue."
Damage to SeaWorld's image may extend well beyond the facts. Last year, attendance at its 11 parks dropped 4 percent and the company's stock fell more than 40 percent. In January, CEO Jim Atchison resigned.
Hargrove said SeaWorld will have to make larger efforts to survive.
"They are going to have to say they listened. We realize that there needs to be a change and we are going to stop breeding these animals and we're going to let this be the last generation of killer whales in captivity," Hargrove said.
SeaWorld reportedly denies its new campaign is connected with the release of Hargrove's book. SeaWorld's new president and CEO, Joel Manby, starts on April 7.