Mystic Aquarium How Castle’s Strategic Public Relations Helped Mystic Aquarium Reframe Its Brand Narrative
Mystic Aquarium is a nonprofit organization with a mission to protect aquatic life and empower communities to save our oceans. It is also home to thousands of marine mammals, fish, invertebrate, and reptile species.
Castle partnered with Mystic Aquarium to reposition the organization’s public narrative and ensure its conservation, research, and education work received the recognition it deserves. Through strategic public relations, proactive storytelling, and reputation management, Castle helped elevate Mystic’s mission and restore public understanding of the organization’s impact on marine science and ocean conservation.
THE SITUATION
REALIGNING PUBLIC PERCEPTION WITH MYSTIC’S MISSION
When Mystic Aquarium entered 2025, the organization faced a tide of public misunderstanding. Despite its deep commitment to conservation, research, and education, the brand was overshadowed by persistent beluga-related controversy and a perception that reduced the Aquarium to a tourist attraction rather than a mission-driven institution.
This misperception limited community engagement, hindered donor confidence, and obscured the critical scientific and rescue work Mystic leads across Block Island Sound, the Northeast, and the Eastern Seaboard. The organization needed a reset—a strategic, sustained effort to realign public perception with its true impact.
OUR APPROACH
STRATEGIC PUBLIC RELATIONS & STORYTELLING THAT REFRAMED MYSTIC AQUARIUM’S REPUTATION
Castle joined forces with Mystic Aquarium to turn the tide on its reputation. By embedding ourselves with researchers, veterinarians, and educators, we uncovered the heart of Mystic’s mission: conservation, research, and education. From there, we built a powerful narrative that reframed the Aquarium as a trusted voice in marine science and animal welfare.
Through bold storytelling and proactive media outreach, we spotlighted the people behind the work and the impact they create every day. Headlines shifted from controversy to credibility, and Mystic’s story became one of leadership, transparency, and trust. What began as a challenge evolved into a steady drumbeat of mission-driven coverage that reminded the public why Mystic matters — to the ocean, to science, and to the community.
THE IMPACT
REBUILDING TRUST & AWARENESS THROUGH MISSION-DRIVEN MEDIA COVERAGE
In less than a year, Castle helped Mystic Aquarium reclaim its identity and rebuild public trust. What had been reactive coverage transformed into mission‑driven storytelling that sparked awareness, engagement, and support nationwide. With more than 230 earned media placements reaching 58 million viewers—from NBC Nightly News and Good Morning America to PBS NewsHour and The Boston Globe—Mystic’s voice was amplified across national, regional, and local outlets.
The Animal Rescue Program became the centerpiece of this shift. While stories of sea turtles and seals drew attention, coverage emphasized the science and urgency behind the work: rising entanglements, predator‑prey dynamics, human acclimation, and the need for funding. This storytelling drove donations, deepened public understanding of marine threats, and positioned Mystic as a leader in rescue and rehabilitation.
Today, Mystic is recognized not just as a family-friendly attraction, but as a mission‑driven authority and community partner inspiring the next generation of ocean stewards.
58M
TOTAL VIEWS ACROSS OUTLETS
232
EARNED MEDIA PLACEMENTS
MEDIA
NATIONAL, REGIONAL & LOCAL
