This study aims to discover and understand SeaWorld’s image repair strategies after their reputation was damaged by the premiere of Blackfish (2013), the documentary focused on SeaWorld’s treatment of their orcas in captivity. It paints a picture of SeaWorld as a cruel environment, which lead to an increasing amount of backlash towards the park. As such, SeaWorld needed to repair their image and address concerns put forth about their treatment of orcas and their other animals in captivity. To do this, SeaWorld launched a campaign called Ask SeaWorld, relying on TV and print ads in order to personally answer questions, in addition to a Twitter campaign. This study used a single case study method by providing a rhetorical analysis of the apologia options used by SeaWorld by applying Benoit’s (1995,  1997) image restoration theory. Results indicated that the top three most common strategies in both television spots and expert answers relied on denial, bolstering and attacking the accuser. Moreover, these strategies failed to repair SeaWorld’s image with SeaWorld losing revenue.