Case Study: Swimming with Sharks 
Client: Merlin Events
Campaign: Swimming with Sharks (part of a 12 month PR campaign)
Brief: To create a news angle for Merlin Events ‘Feed a Friend or Foe to the Fish’ competition which involved snorkelling with sharks, in the shark tank, at the SEA LIFE London Aquarium.
Objectives:
  • To create a news angle for the snorkelling experience and publicise it.
  • Position the snorkelling experience as ‘unique’ as guests don’t have to leave UK shores to swim with sharks
  • Create awareness of the SEA LIFE London Aquarium as an events venue in addition to being a popular attraction
  • Create buzz around the experience through a Twitter campaign
Action:
The competition was turned into a news story by positioning it as Merlin Events’ newest experience for corporate clients. Event organisers hosting an event at the SEA LIFE London Aquarium could arrange for up to two guests to get into the shark tank, with professional divers, to experience the marine life up close as part of their event.
An exclusive was secured with Event magazine. Features editor, Rachel Bull was the very first to try the new Swimming with Sharks experience. Arriving at the Aquarium Rachel changed into a wet suit and headed to the shark tank for a safety briefing before being submerged. The whole event was recorded including vox pops from Michael Aldridge, General Manager, Merlin Events and Jamie Oliver, Deputy Curator, SEA LIFE London Aquarium. The footage was later edited into a video which appeared on Event TV alongside a news story. A second video with additional content and branding was made for the Merlin Events YouTube page, and uploaded following the coverage on Event magazine’s website and newsletter. 
 
A press release was distributed to other industry titles announcing the new experience which ran alongside a Twitter campaign.
Results:
  • The Swimming with Sharks video featured on Event TV reaching 33,000 unique users
  • The Swimming with Sharks video on the Merlin Events YouTube page has received 6,416 views 
  • The campaign achieved eight pieces of coverage (one print and seven online) with an editorial value of £21,300