ORLANDO (CBSMiami/AP) — In an effort to turn around declining revenues in the wake of a highly critical documentary, SeaWorld has launched a new advertising campaign.

The ads, which began airing Monday, focus on the marine-life theme park’s efforts at caring for animals in captivity and in the wild.

SeaWorld Entertainment Inc. has faced dropping attendance, and revenue, since the release of the 2013 documentary “Blackfish.” The documentary examined what led a killer whale to drown a trainer in 2010 at SeaWorld’s Orlando park.

Last year, SeaWorld’s revenue declined 3 percent from the previous year. Its chief executive resigned, and the company announced plans to build larger environments for its marine mammals.

SeaWorld said last week that Joel Manby will become its new president and CEO.

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