Dolphin Tale Debuts, Tops Box Office

Coming off a strong opening that saw the film shoot to #1 in box office revenue, Dolphin Tale—the movie based-on and starring Winter the Dolphin—continues its worldwide rollout with upcoming premieres in the United Kingdom and Germany.

Leveraging a $50 million ad blitz by Warner Bros., VSPC’s marketing efforts have been geared toward promoting the area as the true home of Hollywood’s newest starlet—including a full-page ad in USA Today on the date of the film’s domestic release congratulating Winter on her success.

Supported by a customized Facebook campaign and a branded microsite on, a destination sweepstakes offers one lucky family a trip to the area to meet Winter.  A promotional partnership with Warner Bros. Pictures is expected to result in millions of additional impressions through a variety of branded opportunities with Tropical Smoothie Café, and Wenger Swiss Army Knives.

On the local front, VSPC’s successful ad buy at Tampa International Airport (TIA) will be rebranded with Winter imagery. Those spots can be seen on the trams that transport guests to and from the airside terminal. Each month, some 65,000 vehicles within the Hertz Rent-a-Car fleet at TIA, St. Petersburg-Clearwater International Airport and Orlando International Airport will be adorned with Winter-branded hangtags. A similar promotion will also take place along the Clearwater Memorial Causeway and around the Clearwater Beach roundabout—just steps from Winter’s home at the Clearwater Marine Aquarium—where banners will trumpet CMA and its most famous resident.

For more on Dolphin Tale or to watch a trailer, please visit the film’s official website.

To return to this issue of CVBeat, click here.

About CVBeat

Visit St. Pete/Clearwater is the official destination marketing organization for Pinellas County, Florida.
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