SeaWorld works to rebrand with rescues as earnings drop

ORANGE COUNTY, Fla. — As its quarterly earnings continue to drop, SeaWorld is trying hard to change its image years after the release of the "Blackfish" documentary.

The company is putting together a new effort to highlight how it helps animals, including a manatee that was found three months ago off Cocoa Beach after being hit by a boat.

"She's got a hole in her lung and every time she takes a breath, it releases air into her body cavity. So, she lifts. She floats high in the water,” said Jon Peterson, an animal care supervisor at SeaWorld Orlando.

He said 2016 was a record year for manatee injuries and deaths, and when it comes to rescue and rehab, SeaWorld has the biggest team around.

The company is trying harder to get its animal rescue message out.

Attendance is down 4 percent this year, so the theme park is now working on a national reputation rebranding.

SeaWorld has opened up its rehab facilities, where guests can see firsthand what the park does to help marine life.

The company wants people to know that if it wasn’t for SeaWorld, some of the stranded or injured animals would have fewer options.

Peterson believes if SeaWorld were to not respond to manatees in need, it would impact the animal's population.

SeaWorld has saved some 28,000 animals nationwide.

The state gives SeaWorld $500,000 a year, but that barely scratches the surface for the 300 employees on call 24/7 for rescues.

The company hopes the public starts to see SeaWorld in a different light, so it can keep saving animals and its reputation.

SeaWorld Orlando rescues roughly 200 birds and 50 sea turtles each year.

Cox Media Group