When Telus World of Science-Edmonton developed the marketing plan for the film Secrets of the Sea, they knew the Science Centre had a limited budget compared to other films and that earned media was extremely important to meet the main goal of generating attendance for the film. One of the strategies was to develop a variety of launch events for the opening day to generate earned media, social media engagement, and ticket sales. To achieve this strategy, the Science Centre invited Jonathan Bird, the director of Secrets of the Sea, to be part of opening day and developed a creative event that they knew would become a “talker,” the Sea-lebrity Sea Plunge. Donalda Pelton and Ursula Pattloch share how they achieved record-breaking ticket sales with their creative marketing approach.