National Aquarium

natioal-aquariumThe National Aquarium is a nonprofit aquatic education and conservation organization whose mission is to inspire conservation of the world’s aquatic treasures. Located in Baltimore, Maryland, the National Aquarium has been a symbol of urban renewal, an economic anchor for the region and a source of pride for Marylanders for more than three decades.


In 2009, the National Aquarium sought a partner that could help the organization increase attendance, introduce the institution’s mission as a global voice for conservation, manage crisis communications, provide communications counsel on issues and opportunities, and coordinate a variety of special events. Profiles has served as the Aquarium’s strategic communications partner since that time.


Profiles has developed and implemented a comprehensive and broad-based public relations strategy to reach and influence a range of audiences including visitors, donors, community leaders, elected officials, like-minded partners and others. Specific outreach efforts have included:

  • Media visits to markets that draw visitors to the National Aquarium
  • Announcements of leadership changes including the retirement of long-time Executive Director David Pittenger and hiring of current CEO, John Racanelli;
  • Introductions of new exhibits, programs and initiatives including Jellies Invasion, Blacktip Reef, Maryland Mornings, Fridays After Five and 48 Days of Blue
  • Communications around the closing of the National Aquarium in Washington, D.C. and the introduction of the BLUEprint process
  • Creation and implementation of crisis communication plans
  • Launch of the National Aquarium Conservation Center
  • Securing chefs for the Fresh Thoughts Sustainable Seafood Dining Series;
  • Promotion of National Aquarium events and offerings including Hallowmarine, Date Night and 4D movies
  • Publicity of mission-based stories such as animal births and rescues, advances in research in Sarasota Bay following the 2010 BP oil spill, the launch of the Aquarium’s sustainable seafood program

Profiles’ efforts on behalf of the National Aquarium have garnered hundreds of media opportunities and extensive coverage on Aquarium initiatives. The organization has seen attendance climb at special events, and during the traditionally slower winter months. Profiles’ efforts have helped National Aquarium position itself as a leader in aquatic conservation both in Maryland and across the country.


WBAL Channel 11
Seafood Labeling

Baltimore Fishbowl
How Do You Operate on an Octopus?

The Baltimore Sun
Volunteers Help Clean up Fort McHenry Wetland While Organizers Talk Chesapeake Restoration

WBAL Channel 11
Local Shark Expert Surprised by Attack

ABC Channel 7
The Pet Show

Huff Post
Baltimore National Aquarium’s $13 Million Blacktip Reef Shark Exhibit

The Washington Post
In National Aquarium’s Blacktip Reef Exhibit, Sharks Swirl in a Delicate Underwater Gotham

The Daily Record
Open the Hatch: 4 Turtles Born at Aquarium

WMAR Channel 2
4 Rare Baby Turtles Recently Hatched at the National Aquarium

Baltimore magazine
Four Cheap Deals at The National Aquarium

Baltimore Business Journal
Aquarium Looks to Solar Energy

Fresh Water at National Aquarium

WTTG online
National Aquarium in Baltimore Celebrates 31st Birthday

Current Clients Include
  • American Craft Council
  • Baltimore Bride
  • Baltimore Child Abuse Center
  • Baltimore Magazine
  • Baltimore Marine Centers
  • The Baltimore Station
  • Bon Secours Baltimore Healthy System
  • CareFirst BlueCross BlueShield
  • City Perch Kitchen + Bar
  • Dave & Buster’s
  • Dog Haus Biergarten
  • Enterprise Homes, Inc.
  • The French Kitchen
  • Graul’s Market
  • Guidewell Financial Solutions
  • The Havre de Grace Wedding Committee
  • James A. Palmer Enterprises
  • The Journey Home
  • Katzen Eye Group
  • Kennedy Krieger Institute
  • Kimpton Hotels & Restaurants (Baltimore)
  • Klein Enterprises
  • Lord Baltimore Hotel
  • Maryland Multi-Housing Association (MMHA)
  • Maryland University of Integrative Health (MUIH)
  • Media Works, Ltd.
  • Medpoint Health Partners
  • MileOne Automotive
  • MuniMae
  • The National Aquarium
  • Parking Authority of Baltimore City
  • Pet Valu – U.S.
  • The Prime Rib
  • Rusty Scupper
  • The Saul Zaentz Innovation Fund in Film and Media at Johns Hopkins
  • Show Your Soft Side’s Pawject Runway
  • Southwest Partnership
  • SurgCenter Development
  • Waterfront Partnership of Baltimore
  • WYPR Radio
  • Y in Central Maryland
  • Zuckerman Spaeder LLP