Six+One

New York Aquarium

REDEFINE THE BRAND

SO MUCH TO SEA

A Little Background

The New York Aquarium, the city’s only aquarium and the oldest continuously operating one in the country, is home to stunning marine life, immersive exhibits, and an award-winning shark experience—yet many New Yorkers don’t realize it’s right in Coney Island.

The Mission

To put the New York Aquarium on the map—literally and in the minds of New Yorkers. We gave the NYA a bold identity, showcasing its stunning marine life, immersive exhibits, and award-winning experiences. By positioning it as a must-visit, family-friendly destination with a mission-driven, educational core, we made the aquarium impossible to overlook.

With So Much to Sea, we tailored our messaging to New Yorkers based on where they were. In neighborhoods farther from Coney Island, we focused on its world-class exhibits and the unforgettable experience waiting for them. As people got closer, our ads shifted to playful reminders—hinting that they were just a short trip away. Using striking, otherworldly imagery and location-specific cues, we made sure this world-class aquarium remained top of mind.

By the numbers

437%

ROI growth

Increase in revenue

92%

Lift in Ad Engagement over the prior 6 years

We played on the hustle and bustle of NYC to remind New Yorkers that they have some unlikely (but typically rambunctious) neighbors in the heart of Brooklyn.
For the Aquatheater sea lion show, we played on New Yorker’s love for spectacular Broadway shows.
Because the Sea Change exhibit is all about saving the ocean’s magnificent wildlife, we appealed to the huge heart of New Yorkers.
The Ocean Wonders: Sharks exhibit is all about giving visitors views they can’t get anywhere else in New York, so we shot the whole spot from the underwater POV.

We played on the hustle and bustle of NYC to remind New Yorkers that they have some unlikely (but typically rambunctious) neighbors in the heart of Brooklyn.

For the Aquatheater sea lion show, we played on New Yorker’s love for spectacular Broadway shows.

Because the Sea Change exhibit is all about saving the ocean’s magnificent wildlife, we appealed to the huge heart of New Yorkers.

The Ocean Wonders: Sharks exhibit is all about giving visitors views they can’t get anywhere else in New York, so we shot the whole spot from the underwater POV.

We played on the hustle and bustle of NYC to remind New Yorkers that they have some unlikely (but typically rambunctious) neighbors in the heart of Brooklyn.

For the Aquatheater sea lion show, we played on New Yorker’s love for spectacular Broadway shows.

Because the Sea Change exhibit is all about saving the ocean’s magnificent wildlife, we appealed to the huge heart of New Yorkers.

The Ocean Wonders: Sharks exhibit is all about giving visitors views they can’t get anywhere else in New York, so we shot the whole spot from the underwater POV.