ST. LOUIS, June 5 /PRNewswire/ -- Shamu, the world's most famous killer
whale, is making the leap into national television with a new series of
animated shorts in popular kids programming.
    In the new "Shamu and Crew" vignettes, the SeaWorld Adventure Parks are
giving the popular star a hip, playful attitude that will appeal to today's
kids.  "We are introducing Shamu to a whole new generation of kids, and using
him to teach important values in a fun way," said Chris Shea, vice president
of marketing for Busch Entertainment Corp.
    SeaWorld is taking an innovative approach to the program, by purchasing
30-second slots during kids programming on WB, Nickelodeon, Cartoon Network
and Discovery Kids to air the animated shorts.  Although they are branded with
the SeaWorld logo, "the segments are pure entertainment," Shea said.
    "We aren't going to be spotlighting a particular park or attraction or
promotion," Shea said.  "Our goal is to entertain kids and to create an
ongoing presence for Shamu and his friends on national television."
    The initial rotation will include three 30-second vignettes, all produced
by Film Roman.  The animation company is best known for producing hit
television series "The Simpsons" and "King of the Hill," and "The Mr. Potato
Head Show," a new series expected to debut this fall on The Fox Kids Network.
    "When SeaWorld came to us with the idea of producing these initial three
spots, we were knocked out by their ideas.  It's been a lot of fun these past
months translating Shamu into a series of shorts for them," said David
Pritchard, president and CEO of Film Roman.
    "From the outset we approached this as an entertainment project, and we
went to Film Roman because of its reputation in entertainment programming,"
Shea said.  "The quality of the animation and the writing is outstanding.  We
think kids are going to love it."
    The shorts were written by noted screenwriter Dana Olsen.  Shamu will be
joined in various segments by Shamu Jr., Dolly Dolphin, Pete and Penny Penguin
and the sea lions Clyde and Seamore.  And each story will impart positive
values such as playing by the rules, friendship and persistence.
    "We know that kids love Shamu," Shea said.  "This program gives them the
opportunity to relate to him beyond the park environment at SeaWorld, and
reaffirms our commitment to quality and life-long values in a fun way."
    The multimillion-dollar media buy began May 30 and will run through
August.  SeaWorld may extend the schedule with additional segments later in
the year.
    "Shamu and Crew" is one of several initiatives that SeaWorld and its
sister parks, Busch Gardens, are developing for the kids audience.  The
targeted effort includes a television special and associated Internet
sweepstakes, youth environmental awards and the Emmy Award-winning educational
series "Shamu TV."
    The television special - "Sea World/Busch Gardens Adventures:  The Hidden
Key" -- will air June 13 and 27 on Nickelodeon.  It stars comedian Eugene Levy
and several young actors in an adventure to unlock the lost city of Atlantis.
    Busch Entertainment Corp., St. Louis, is a subsidiary of the
Anheuser-Busch Cos. Inc.  It operates SeaWorld Adventure Parks in Orlando, San
Diego, San Antonio and Cleveland; Busch Gardens in Tampa Bay and Williamsburg,
Va.; Sesame Place near Philadelphia; Adventure Island in Tampa Bay; and Water
Country USA in Williamsburg.

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