Spring 2022 - 60

BEHIND THE SCENES: SHEDD AQUARIUM
Adventurous Retail
By Debbie Eisele
Managing Editor
All photos courtesy
of Event Network.
Pandemic-famous penguins celebrated with Shedd Aquarium merchandise
L
ike many cultural institutions, Shedd Aquarium in Chicago
had to adapt during the pandemic closures. In a highly
successful move, the marketing department teamed up with
its animal care givers and created a digital experience for the
public and its penguins to enjoy.
Shedd Aquarium created adventures of its oldest penguin,
Wellington, which were then shared on social media and provided
virtual experiences for the public - he became an Internet
sensation! Wellington's popular " field trips " enabled him and
companions to explore not only other animal habitats within the
aquarium, but also Chicago landmarks.
" The penguin outings started as enrichment activities for the
penguins - and the marketing team used the adorable interactions
to amplify the amazing work being done. The activities definitely
reminded everyone just how special these animals are and how
60 SPRING 2022 MUSEUMS&MORE
important it is to care for them and our planet, " Melissa Million,
store director for Shedd Aquarium, said.
Pandemic Successes
" The penguins' adventures also reminded us that successful
merchandising is never a 'set it and forget it' prospect, rather, it
is a dynamic process that is reimagined all the time to celebrate
everything that is unique and special about Shedd, " she noted.
Million explained that Wellington's field trips resulted in a
" Where's Wellington " campaign, which included custom apparel
that offered t-shirts made from " 6 ½ recycled plastic bottles. "
" The apparel line was a wonderful way for fans of Wellington
and Shedd Aquarium to show their support during this challenging
time. The Where's Wellington product assortment was really a
blueprint for what was to come, " she explained.

Spring 2022

Table of Contents for the Digital Edition of Spring 2022

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