New Bedford Whaling Museum Embraces ‘Worst Aquarium’ Review

New Bedford has long been known as the historical hub of whaling in the United States. However, more recently, it has gained attention for a different reason. In 2020, a Google user described the New Bedford Whaling Museum as the ‘worst aquarium ever’ in a one-star review. This unique critique has become a marketing sensation for the museum.

Last fall, the museum launched merchandise featuring this memorable review on the back and a whale skeleton illustration on the front. The quirky design quickly gained national attention. On Wednesday night, the CBS Evening News highlighted the merchandise following coverage by WPRI, Providence’s CBS affiliate, a day earlier. The result: a surge in sales.

Customers eagerly purchased the distinctive products, proud to associate with the ‘prestigious’ designation. According to Annelise Conway, Chief Engagement Officer at the Whaling Museum, from Wednesday night until Thursday afternoon, 738 online orders were placed, mostly for the ‘worst aquarium’ merchandise. Sales for the week rose by 250% compared to the previous week.

Amanda McMullen, President and CEO of the New Bedford Whaling Museum, conveyed that the review had been a humorous topic among staff for some time. Though there was no aquarium at the museum in 2020, it did feature several whale skeletons, such as a 66-foot blue whale and a 48-foot sperm whale.

Emily Roznoy, designer of the merchandise and Visitor Experience Manager, was inspired to turn the idea into reality after noticing a similar approach by a barbecue restaurant. The review has become a popular feature on various items, including T-shirts, crewneck sweaters, and tote bags.

Conway noted that the recent attention stemmed from an Instagram post advertising the restock of the apparel. Previously, a TikTok video showcasing the design had accumulated over 96,000 views. Even before reaching viral status, the merchandise was consistently one of the store’s top sellers.

Following the CBS segment, Roznoy ordered additional supplies, including 750 adult T-shirts, 400 youth T-shirts, 750 crewnecks, 400 hoodies, and 150 tote bags. The museum is even considering adding coffee mugs to the lineup. The store’s atmosphere was lively, with guests expressing interest in the viral design.

The museum’s witty marketing aligns with its desire to present as a fun and interactive destination. McMullen praised the staff for creatively embracing this opportunity. The timing adds an ironic twist, as earlier this year, the museum introduced a 250-gallon saltwater tank in partnership with UMass Dartmouth’s School for Marine Science and Technology. Although modest in size, the tank provides insight into the South Coast’s ecology.

The merchandise reflects the spirited character of New England and Massachusetts. Conway emphasized the authentic connection staff have with visitors, noting the local nature of the team. Roznoy, a Massachusetts native, expressed her excitement at the national interest generated by the design. Both Roznoy and Conway view the apparel as a way to broaden the museum’s reach and engagement with the community.