The 26-year relationship, which was marked by Southwest Airlines painting killer whales on its planes, ends due to pressure from animal activist groups
Southwest Airlines Co (LUV), the Texas-based airline, has decided to end its 26-year marketing relationship with SeaWorld Entertainment Inc (SEAS), a family entertainment company owned by The Blackstone Group L.P. (BX). According to the companies, the mutual termination comes as a response to “shifting priorities” in terms of business focus. However, animal rights activists claim that the decision was a result of increased criticism against SeaWorld Entertainment capturing and training killer whales.
According to American animal rights organization, PETA, it had been discussing the mistreatment of killer whales by SeaWorld Entertainment with Southwest Airlines since 2011; and the recent action comes as a victorious outcome of all the efforts.
PETA’s President, Ingrid E. Newkirk said, “Champagne corks were popping at PETA today when we heard that Southwest will no longer support SeaWorld and will repaint its planes. While we travel all the time, the Orcas and other animals at SeaWorld are imprisoned for life, with no opportunity to return to their ocean homes or see their families again.”
In addition, Southwest’s action has also been attributed to the 30,000 signatories of the petition that Change.org – an American website that offers free petition tools – hosted to put pressure on Southwest Airlines to part ways with the entertainment company.
SeaWorld’s unfair treatment of Orcas became well-known after the documentary “Blackfish” hit theatres in 2013. Directed by Gabriela Cowperthwaite, the documentary exposed SeaWorld mistreating the captive whales by trapping them in nets. Furthermore, it also narrated a story of the death of a trainer at a SeaWorld park by a whale named Tilikum. The documentary had a strong impact on the financial performance of the company immediately, dipping the stock price of the company by 6.5 % to $29.70 – the lowest stock price the company had encountered since its IPO in 2009. Analysts believe that the company was forced to reduce its ticket prices to recover from the negative impact.
Southwest Airlines is not the first company from the travel industry that has decided to part ways with SeaWorld Entertainment. STA travel Ltd., a Swiss company that provides travel facilities to young people, announced this May that it will not offer any trips to SeaWorld in view of PETA’s claim of marine parks like SeaWorld depriving Orca sharks from the proximity they enjoy while living in close family units. Other companies that no longer hold their alliances with SeaWorld include Taco Bell, Savings.com, and Outdoor Play.
Southwest has declared that in order to articulate the end of the deal, it will repaint all three planes that symbolize the black Shamu whale colors. This comes as sad news for all those who enjoyed seeing the “whales flying in the air.”
