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Behind the Campaign: More Fun to Share with Dan Dipiazzo


Dan Dipiazzo has more than 30 years of experience in marketing and communications. He currently serves as Chief Marketing + Experience Officer for Georgia Aquarium in Atlanta, the largest aquarium in the Western Hemisphere and the No. 1 ticketed attraction in Georgia. As CMO, he leads all aspects of marketing, sales and membership. Dipiazzo has spent 16 years in marketing leadership positions for SeaWorld Parks and Entertainment, leading marketing strategy and planning, loyalty and direct marketing, digital marketing and in-park retail marketing.

Dipiazzo recently worked on the campaign, More Fun to Share, for the Georgia Aquarium. Watch as he describes how analyzing customer data and social listening led to a campaign that encouraged guests to experience the whole Georgia Aquarium again and again.

The Georgia Aquarium presents More Fun to Share

The campaign is rooted in the consumer. Dipiazzo and his team began by understanding the guests’ perceptions. They found that many visitors viewed the aquarium as a one and done experience. Using this insight, they knew they needed to showcase the aquarium in fresh, exciting ways. They also used social listening and pinpointed what people enjoyed, as well as what people felt could be improved.

Going into the creative process, the fun was showing the aquarium in a different light. They showed the diversity in the experience and the diversity in their guests, as well as infused vibrant colors in the campaign to make the aquarium look more unique.

Dipiazzo used the knowledge he gained in the M.S. Data Marketing Communications program and shares this knowledge in the classes he now teaches at WVU.

One campaign that I’m especially proud of … is called “More Fun to Share.” And what’s really exciting about it for me is that it’s really rooted in the consumer. Dan Dipiazzo

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Meet the Author

Stefanie Moore

Stefanie Moore
Marketing Manager

Stefanie is a marketing manager in the Marketing Communications Online Programs through the College of Creative Arts and Media at West Virginia University. She is an alumna of WVU's M.S. in Integrated Marketing Communications (IMC) and has been working in marketing for over 6 years after beginning her career in the newspaper business. She's a marathon runner and she recently ran a qualifying time for the Boston Marathon.

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