The New Bedford Whaling Museum in Massachusetts has experienced a significant surge in sales, with a 250% increase in one week, after transforming a negative one-star Google review into popular merchandise. The review, posted in 2020, mistakenly identified the museum as an aquarium, stating it was "the worst aquarium ever."
Instead of disregarding the criticism, museum staff decided to embrace the remark, creating T-shirts, sweatshirts, and tote bags featuring the quote on the back and a whale skeleton on the front. This merchandise has since gained national attention through social media and various news outlets, introducing the museum to a broader audience.
"They took a chance on something, and it obviously hit," Amanda McMullen, president and CEO of the museum, told The Associated Press. Annelise Conway, chief engagement officer at the museum, added that the success reflects the institution's personality, stating, "It isn't a strategy to be authentic. It just sort of happens."
Museum staff have also been seen modeling the merchandise, further contributing to its authenticity and appeal.
The museum, which focuses on the history, science, and art of whaling, recently opened a small saltwater tank featuring local marine life as part of a partnership with the University of Massachusetts Dartmouth's School for Marine Science and Technology. This new exhibit inadvertently aligns with the viral merchandise, adding another layer to the unexpected success.
The museum's decision to humorously address the review has garnered praise online, with social media users commending its clever marketing approach. Many expressed admiration for the museum's ability to turn a negative comment into a positive outcome and a successful marketing campaign.