massnonprofit.org ::: February 3, 2012 — The building boom among Boston area museums continues with the announcement today by the New England Aquarium that it will launch a 10-month, $15 million revitalization program in September.

Clearwater Marine Aquarium CEO David Yates envisioned Winter as 'Dolphin Tale' star - St. Petersburg Times

Clearwater Marine Aquarium CEO David Yates envisioned Winter as 'Dolphin Tale' star - St. Petersburg Times: During Yates' first five years as CEO, the nonprofit aquarium known for its rehabilitation of rescued marine animals has boomed. Tax records show revenue and animal-care spending have doubled. Salaries and education expenses have tripled. The volunteer pool has quintupled to 1,000 strong.

But nothing matches the jump in annual advertising spending, which has multiplied 13 times over, to more than $500,000. The aquarium, more than ever, intends to build a brand.

Ads Celebrate the Age of Aquarium — Campaign Spotlight - NYTimes.com

Ads Celebrate the Age of Aquarium — Campaign Spotlight - NYTimes.com: "In addition to conventional elements like commercials on television and radio and advertisements in print and online, the campaign also includes several nontraditional aspects that are meant to help draw attention to — and stir conversation about — the aquarium.

Among them are events, a presence in social media like Facebook and Twitter and what is known as experiential marketing, which seeks to give consumers a tangible way to experience whatever is being advertised."