SeaWorld CEO Joel Manby has revealed plans for new rides focusing on combining fun and meaningful experiences, starting with a launch coaster based on the company’s popular TV show Sea Rescue.

“We want our visitors to take action, not just to learn,” said the company’s new CEO, speaking at the IAAPA attractions expo in Orlando on the plans, which are in line with Seaworld’s new conservation-focused strategy. “We have a deep connection with animals and their stories send us on a journey of inspiration.

“We need to reinforce this and get more eyeballs as to what we do. Sea Rescue is a programme which showcases inspirational stories of our team’s animal rescue outfit. Touching the heart and teaching the mind – that’s what we’re trying to do.

“Sea Rescue and our other shows frame our brand for what we are all about and they’re about to get a lot more focus in our parks.”

Manby then announced plans for 'Sea Rescue: The Ride', a launch coaster themed around the show with the intention of educating the visitor as much as it entertains them.

“How do we make it fun and meaningful? That’s the challenge. You can’t just be meaningful. You have to make it fun,” said Manby. “Riders go out weaving over the water on rollercoaster cars made to look like skidoos. From that perspective, it will be a very fun ride.”

The educational aspect will be introduced right at the ride entrance in the queue station. AV elements will show the stars of Sea Rescue telling guests about the plight of the dolphins and whales that are killed through bycatch (unintentional capture by the fishing industry). Before boarding the ride, they’ll have to choose an animal they want to save. At the exit, guests will see the animal they saved, with the option of making a donation or buying a product supporting their chosen animal in a retail store.

“We want our visitors to take action, not just to learn,” said Manby. “That’s how we make it fun and meaningful. It will be a world-class launch coaster but our guests will also get the chance to act on their experience.”

The Sea Rescue ride is currently under development, with the location and launch date to be revealed in the near future. SeaWorld is also developing its Mako coaster, set to debut at its park in Orlando in 2016.