In a landmark moment for animal and marine welfare, two former captive beluga whales, Little Grey and Little White, would make history by becoming the residents of the world’s first Beluga Whale Sanctuary on a remote island off the coast of Iceland.
As SEA LIFE Trust’s long-standing agency partner, we developed an integrated global communications strategy to share Little Grey and Little White’s journey home to the ocean.
To capture the world’s imaginations on and offline, we would create amazing never-seen-before content of Little Grey and Little White’s journey every step of the way from travelling 6,000 miles by road, plan and ferry from China to Iceland, as well as the moment they would become residents of the first-ever Beluga Whale Sanctuary.
Prioritising the health and welfare of the whales throughout, we worked in partnership with PA Media, global marine and conservation experts, veterinarians and the belugas’ own care team to create high quality video assets and still images packaged editorially to be distributed across multiple global territories via owned, earned and shared media channels.
This was underpinned with a watertight crisis comms approach to ensure every piece of this hugely complex marine welfare puzzle was covered for dealing with every type of scenario.
The integrated PR & Social Media campaign for the final leg of the journey captured the hearts and minds of tens of thousands of people across the world.
Through meaningful storytelling we helped to create a global community of advocates for the Beluga Whale Sanctuary driving donations to help care for the whales in the future.
PR resulted in 315 pieces of earned media coverage with more than 4.1 billion+ opportunities to see or hear in 30 different countries, including two UK national print front pages and 28+ minutes of TV coverage.
On social, we generated 2,002,680 Impressions and 237,630 Engagements, as well as 10,902 Clicks through to donation sites contributing £17,000+ raised in donations.