Whale Skeleton Merchandise Sparks Nationwide Interest

New Bedford, known for its historical connection to whaling, is gaining attention for a humorous twist. In 2020, a Google user left a one-star review of the New Bedford Whaling Museum, calling it “the worst aquarium ever.” The museum seized this moment by turning the review into a merchandising opportunity.

Last fall, the museum began selling T-shirts and hoodies featuring the review on the back. The front displays a drawing of a whale skeleton. National attention grew after CBS Evening News covered the story, following local coverage by WPRI, Providence’s CBS affiliate. The response was swift and substantial.

From Wednesday night to Thursday afternoon, the museum received 738 online orders, predominantly for the “worst aquarium” merchandise. Sales surged 250% compared to the previous week. Annelise Conway, Chief Engagement Officer at the Whaling Museum, observed this remarkable uptick in interest.

Amanda McMullen, President and CEO of the museum, discussed the long-standing joke among staff about the review. The museum lacks live exhibits, but offers impressive whale skeletons, including a 66-foot blue whale and a 37-foot humpback whale. These bones exceed typical aquarium expectations.

Emily Roznoy, who designed the merchandise, turned a staff joke into reality. Inspired by a barbecue restaurant’s creative use of a negative review, she crafted the design. T-shirts, crewneck sweaters, and tote bags now display the noteworthy review.

Roznoy and her team initially anticipated a local interest. However, they were surprised by the national appeal. The initial stock required replenishment, prompting further orders of T-shirts, crewnecks, hoodies, and tote bags.

The museum viewed this humorous merchandise as an opportunity to engage with the community. It aligns with its mission of being an interactive and engaging museum, open to broader audiences.

While the review labeled the museum as lacking aquatic exhibits, a new 250-gallon saltwater tank adds a “modest aquarium” to the venue. This exhibit features local marine life, including blue crabs, sea stars, and northern puffer fish, developed in partnership with UMass Dartmouth’s School for Marine Science and Technology.

The community appreciated the museum’s innovative marketing. Conway highlighted the authentic New England spirit reflected in the design, which emerged from a “very local” staff deeply connected to the region.

Overall, the Whaling Museum has successfully turned a humorous review into a compelling story, exemplifying a creative and engaging approach to museum marketing.